Good Housekeeping

1. SUPERBRANDS 2009/10
superbrands.uk.com GOOD HOUSEKEEPING
Good Housekeeping launched in 1922 and has remained one of the UK’s most enduringly
successful magazines. Good Housekeeping is an international brand with 16 editions around the
world including publications in China, Russia, Indonesia, Chile and Central America – selling more
than six million copies worldwide every month.
retailers of food and non-food products to
apply for access to use the GHI Approved
logo – the benchmark for quality. Only after
a consumer product has passed a series times, they depend on it.” Given that the Housekeeping Essentials range. Established on the newsstand and within the existing
of rigorous Consumer Quality Assessment magazine had already survived four major to add value to everyday life, every item is subscriber base. Good Housekeeping has
tests can the GHI Approved logo be used for recessions and a World War, she turned selected for its innovative and user-friendly seen a steady and consistent subscription
marketing, PR and advertising purposes during to the archive copies for inspiration. The design and tested and approved by the GHI. growth over the years and in more recent
a 12-month period. The GHI currently has more resulting redesign, which made its debut To complement the bakeware and utensil times has tested innovative direct marketing
than 50 accredited products, bringing the trust with the May 2009 issue, features classical ranges already available, a woodware range techniques, with significant growth through
and authority of the Good Housekeeping brand typography and more copy-heavy pages, was launched in June 2005 and a cookware online channels.
to a consumer audience that reaches far delivering up to 25 per cent more information range was launched at the end of 2008.
beyond the pages of the magazine. per page. Not only representing greater value Brand Values
its readers currently subscribing to the title for money for readers, it is also a more A new ‘content rich and community driven’ The Good Housekeeping brand is built upon
on a monthly basis. Recent orders have Bringing the Good Housekeeping brand to ecologically sound use of paper stocks. website, allaboutyou.com, was launched in the values of trust, expertise and authority,
seen subscriptions hit a record high of life further, more than 30 reader events are April 2008. Representing the key editorial pillars aiming to be progressive while maintaining
224,347 copies. organised annually, ranging from gardening Additionally, new columns were introduced, of the magazine, the site provides an extensive its integrity as a consumer champion.
evenings to cookery demonstrations and covering emotional issues, modern etiquette database of tried and tested recipes.
Product beauty workshops to fashion shows. Every and household tips from the former head of allaboutyou.com
Good Housekeeping aims to be lively, year more than 10,000 readers have the the GHI, Aggie MacKenzie. Consumer advice Promotion
inspirational and an essential read for women opportunity to meet the people who work provided by the GHI was expanded and a new Core to Good Housekeeping’s promotional
in the 21st century, focusing on what really on the magazine and share in their expertise. campaign launched within the Food pages, strategy is working closely with its editorial Things you didn’t know
matters in life. It sets out to be the magazine encouraging readers to recognise that ‘it’s teams to reinforce the brand’s values and about Good Housekeeping
readers trust most, providing expertise and Achievements cheaper to make it yourself’. ensure that readers’ needs are met; focus
attention to detail, delivered in a positive and In November 2008, The National Magazine groups and reader panels provide valuable
Market accessible way – giving readers access to the Company’s editorial director, Lindsay Recent Developments insight into the magazine’s readership. The In the UK, Good Housekeeping
There are more than 3,000 magazines in the ‘best of everything’. Good Housekeeping’s Nicholson, returned to the day-to-day editing In 2003 Good Housekeeping launched its magazine also endeavours to work closely sells one copy of the magazine every
UK market, seven of which compete directly remit is to provide its readers with a wealth of Good Housekeeping. A winner of the own range of branded products, the Good with third parties to enhance its position both seven seconds (Source: ABC July-
with Good Housekeeping. of information and advice, keeping them up- prestigious Mark Boxer lifetime achievement December 2008).
to-date and balancing practical solutions with award presented by the British Society of
In 2008 the women’s interest magazine market achievable inspiration in a no-nonsense format. Magazine Editors, Lindsay previously edited Good Housekeeping was the first
became more competitive than ever, as the Good Housekeeping from 1999 to 2006 magazine to publish a ‘handbag’ size.
credit crunch began to bite and consumers Good Housekeeping is the only women’s when it was named Magazine of the Year The reduced size was run during the
cut back on non-essentials. However, Good interest magazine with an independent by the Periodical Publishers Association. paper shortages of World War II, when
Housekeeping has managed to maintain its consumer research centre, the Good the information in Good Housekeeping
leadership in this mature market, outselling Housekeeping Institute (GHI), established With her return to the magazine coinciding was deemed by the government to be
its competitors with copy sales of more than in 1924. The GHI was founded to provide with an increasingly uncertain economy, vital for the war effort.
425,000 (Source: ABC July-December 2008). readers with unbiased, independent research Lindsay undertook the first major overhaul of
findings on consumer products. the magazine’s content in 10 years in order to Good Housekeeping was the first
Furthermore, Good Housekeeping boasts the reflect readers’ current concerns. Underpinning British women’s magazine to publish
largest subscription base of a magazine in the In 2000, the GHI launched an accreditation the project was a clear belief: “In good times an interview with Michelle Obama.
women’s interest market, with 53 per cent of scheme that allows manufacturers and people love Good Housekeeping. In tough
Over 45,000 recipes have been
1922 1994 2000 2006 2008 2009 developed in the GHI since its launch.
It would take someone eating three
British Good Housekeeping Good Housekeeping The GHI launches Good Housekeeping The launch of As an alternative to meals a day, more than 40 years to
launches. Two years later, achieves its highest ever an accreditation celebrates its allaboutyou.com the main issue, the
try all the recipes.
the Good Housekeeping ABC figure – selling an scheme. 1,000th issue. takes place. ecologically inspired
Institute (GHI) is set up to average of 518,435 copies smaller issue size
Cover stars have included Oprah
provide unbiased advice a month (Source: ABC returns, last seen
Winfrey, Jane Fonda, Twiggy, Jamie
on the best consumer July-December 1994). during World War II.
products available.
Oliver and, in May 1937, George VI.