'Property Brothers' Drew And Jonathan Scott To Launch Magazine

Meredith Corporation is seeing double today as it announced its partnership with HGTV's favorite twins Drew and Jonathan Scott. The Property Brothers stars will be working with the media giant to launch their new lifestyle magazine featuring home-driven content with concepts that also promote personal growth and happiness.

In today's press release, Doug Olson, President, Meredith Magazines emphasized the power and talent of the home and lifestyle entrepreneurs. "Drew and Jonathan have a unique connection with consumers that will translate well into print," said Olson, "We're extremely excited about taking the chemistry they share with their millions of viewers onscreen to new and existing audiences in the print medium."

Not surprising, the twins, who have been active entrepreneurs since adolescence, seem poised to conquer yet another medium as they showcase their popular brand. Said Jonathan in today's statement, "We love print and have always wanted to extend our message of living life to the fullest through this medium." Added Drew: "For us, it's always been about taking the small, simple steps that earn big results at home, work, rest and play. With a platform like this, we get to develop a consistent and thoughtful way of sharing great ideas and actionable insights with our audiences."

While Meredith's announcement comes in the face of rough economic times for print media, the company's partnership with the Scott brothers seems a highly optimal one given the strengths of both entities. While the media giant has bid farewell to publications like More magazine in 2016, it has also watched as many of its brands have made and maintained their mark in the industry. According to the company, its National Media Group reaches more than 185 million unduplicated American consumers every month, including nearly 90 percent of U.S. millennial women.

The partnership with Scott Brothers Global LLC follows in the space conquered by Meredith's Magnolia Journal, a lifestyle magazine featuring Chip and Joanna Gaines that is published quarterly. Named to Adweek's 2018 Annual Hot List as the Hottest Lifestyle Magazine (print), Magnolia Journal is reported to have an audience of 5.6 million readers with a median age of 48 and a 29% millenial base according to Meredith. Creating another print option targeted toward audiences who can't seem to get enough of lifestyle guidance and its gurus doesn't sound risky especially with the loyal and ever-growing following of all things Property Brothers.

Adweek's 2018 Hottest (print) Home Magazine wasn't a Meredith product, but with Hearst's HGTV magazine snagging the title, it still reflected the drawing power of Meredith's new partners. According to Hearst, HGTV magazine boasts over 1 million + subscribes and is one of the top 10 best-selling monthly magazines on newsstands.

From shows including Property Brothers, Brother vs. Brother, Property Brothers at Home, Property Brothers: Buying and Selling and Property Brothers: Forever Home that air in over 160 countries, Drew and Jonathan Scott have become synonymous with decorating wishlists and home do-over dreams. But they haven't stopped there, quick to add their personal stamp to every project via media days and interviews. Media savvy, their ability to elicit a personal connection with audiences comes from a genuine interactive style that is part no-nonsense and part playful, creating an honest and believable impression that feels more like the guys next-door than untouchable experts. And the fact that they love what they do seems to fuel audience enthusiasm.

Said Drew in a 2015 conversation with me, "We love giving back. We love helping people. And we really do form these close relationships with the families that we work with. I think that's the main thing-when people watch TV and they can see that you're truly passionate about what you do, they can see it. They know it. And that's what they're drawn to."

Every year seems to get bigger and better for the Scott brothers. The premiere of their latest series Property Brothers: Forever Home garnered more than 3.7 million viewers, HGTV's highest-rated since March of 2017 landing the network in the Top 5 cable slots for May 29, 2019 according to multichannel.com.

Scott Living, which began as a decor line the duo designed to offer outdoor space solutions, has also moved indoors with product options that span from bedding to lifelike artificial Christmas trees sold online, on QVC, Amazon, and in retail outlets like Kohls and Lowe's.

Their fanbase watches a lot of television and buys a lot of merchandise, but they have also turned the brothers into New York Times and Wall Street Journal best-selling authors. It's a good bet that these fans will also buy and read their magazine. And with a lower price point than books, the audience reach has the potential to be a much bigger one.

Debuting in January of 2020, the not yet titled publication will sell for the newsstand cover price of $9.99 with an annual four issue subscription for $20.