Universal Media (Umco) has implemented a unique direct distribution program for its Home Design magazine.
The publisher is posting the interior design and renovation magazine to each consumer with a development application (DA) of significance in the eastern seaboard states. This initiative to increase readership began in August 2019 and is expected to gain momentum over time.
The strategy supplements Home Design’s traditional media channels, which have already earned it a strong readership base. The magazine reached 120,000 readers (2.6 per cent gain) in the latest Roy Morgan Readership Poll.
Umco said that the addition of the direct distribution program in August would have barely touched the September 2019 readership result, so expects “the best is yet to come”.
Publisher Janice Williams explains “Home Design is not so much for recreational reading but is designed to be a project research tool for anyone with an interior or renovation project, so it makes sense for us to go the extra mile and ensure every DA applicant gets a copy.”
Universal Media Co publishes 53 niche magazine brands including special interest and B2B titles, 14 of which are in the ‘home and outdoor’ niche.