DPG Media has been working on a major repositioning within the Home Deco segment in recent months. Some home magazines have been renewed, others have fallen by the wayside. The result is three titles, each with a specific focus on a living style and a defined target group. In addition to the well-known magazine vtwonen, the new titles vtwonen Landelijk and will be published in October high end living glossy Stylish Living.
The repositioning means that magazines will also disappear from DPG Media. The Dutch brand Eigen huis & Interieur and the Flemish Feeling Wonen are disappearing. “The underlying idea is that we want to remain in the market as a strong home furnishings brand,” says Andrea Hollebeek, who took over as the new editor-in-chief in March. “Then you have to choose your biggest brands and let the smallest ones go – with a heavy heart. The market also demands this from publishers. You cannot uphold small brands with print, online and social media.”
New target group for vtwonen
With the repositioning, all magazines have been given a new identity and a new target group. vtwonen remains the largest magazine in the Home Deco segment at DPG Media. The magazine will focus on housing enthusiasts in the Netherlands and Flanders. “This target group is looking for its own style and needs the help of vtwonen,” Hollebeek explains. “Think of starters, for example. vtwonen is like a coach for this group.”
vtwonen gets a rural sister
The magazine Wonen Landelijk Stijl will disappear and be replaced by vtwonen Landelijk. “We make this magazine for people who enjoy a natural and country style. The magazine is less of a guide and more of a friend,” Hollebeek explains. vtwonen Landelijk will also focus on both the Flemish and Dutch markets.
The very best and most beautiful home furnishings magazine
As a final title, the high end living glossy Stijlvol Wonen focuses on the group of proud design enthusiasts. The magazine takes on the role of authority in the field of interior fashion and design. “We have the ambition to be the very best and most beautiful high end to create a living magazine. And fortunately, as an editorial team, we also have all the space and possibilities to do so,” says Hollebeek. The first issue is 356 pages thick and will be in stores on October 3.
Editorials in the Netherlands and Belgium have merged
Hollebeek says that the repositioning of the magazines is part of a larger strategy by DPG Media to allow the Dutch and Belgian editors to collaborate more. “We will create the three different titles with a composite editorial staff of Dutch and Flemish colleagues,” she says. “Where vtwonen was originally a Dutch title and Stijlvol Wonen was originally a Flemish title, you see the best of both worlds come together. With our combined experience and expertise, we try to learn as much as possible from each other and we have also jointly developed the plan with the teams for the three renewed titles.”
The same magazines in two countries
vtwonen, vtwonen Rural and Stylish Living are distributed in both countries. Hollebeek explains that Dutch magazines no longer receive a Flemish translation and vice versa. “That does require a specific approach from the final editors. Think of the difference in the use of some words.” She mentions the difference between an armchair and a sofa. “So that’s a challenge. The editors from both countries communicate well with each other. There is a lot of discussion. This way we can guarantee that the texts are accessible to both countries.”
Vt wonen will celebrate its 60th anniversary in October and the reorganization and repositioning of the home magazines coincide with the festivities. By merging the editorial staff, vtwonen Rural and Stijlvol Wonen have also been integrated into the digital domain of vtwonen (site, shop and events). All titles have their own social media accounts.