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Keith J. Kelly

Keith J. Kelly

 Media
media ink

Metropolitan Home aims for millennials as magazine returns

By
Keith J. Kelly
Published April 20, 2016, 2:13 a.m. ET

The first issue of Metropolitan Home, the 32-year-old magazine brand that had been dormant since 2009, is hitting newsstands in New York and more than a dozen other major urban areas this week.

Hearst, which bought the rights to the title when it gobbled up Hachette Filipacchi Media from the Lagardère Group back in 2011, is hoping it can return the brand to its one-time prominence.

Newell Turner, the editorial director of Hearst’s design group, said, “It’s a nice way for me to come 360 since I had started my career at Met Home when it was owned by Meredith.”

“We’re trying to do for the millennial audience what the original Metropolitan Home did for baby boomers as they were just starting to buy their first homes,” said Turner.

Hearst Magazines President David Carey told Media Ink that the current incarnation is not yet a full-blown launch. “It’s what we are calling a pilot,” he told Media Ink.

About 70,000 copies were distributed to urban newsstands in 14 cities and another 45,000 were mailed for free to targeted millennials.

The issue has 43 ad pages, which were sold out by the end of 2015.