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Southern Living Launches Redesign

southern living.jpgWhen the October issue of Time Inc.‘s Southern Living hits newsstands next week, it will debut a new look and design meant to better serve the modern Southern woman.

The new look includes “a more graphic and compelling use of evocative photography” and “playful fonts,” the magazine said. The latest issue will also debut 15 new “editorial franchises” including “Made by Southern Hands,” a feature that highlights locally made products and “Mama’s Way or Your Way?” a comparison between traditional recipes the way your mama would have made them versus an updated version.

It’s been a tough year for Southern Progress, the Time Inc. division that publishes Southern Living. The unit laid off a hand full of employees in June and shuttered another title, Southern Accents last month.

However, today Southern Living said its ad pages for its redesigned October issue are up 12 percent year over year, with advertisers like Elizabeth Arden, Vera Bradley, IKEA and Home Depot gracing its pages.

Full release after the jump


TRADITIONAL BRAND UPDATED TO REFLECT EVOLVING NEEDS OF TODAY’S SOUTHERN WOMAN

Southern Living Debuts Modern Redesign

New York, NY — (September 25, 2009) — Time Inc.’s Southern Living, the country’s sixth-largest monthly consumer magazine, debuts with a modern redesigned look in its October issue, hitting newsstands September 29.

For the 50 million women who live in the South, it is more than just a region, it’s a way of life that is built on respect for the traditional values of good manners, warmth and hospitality. Southern Living understands that while today’s Southern woman seeks to maintain these cherished traditions, she is as contemporary, vibrant and time-pressed as women around the country.

“We’ve listened to thousands of our readers and we know that the Southern woman is changing,” said Eleanor Griffin, editor in chief of Southern Living and the first female editor in the brand’s 43-year history. “She is embracing the future as much as she values the traditions of the past. She is busier than ever and wants to cultivate her own Southern style in a new, modern way.”

Southern Living’s trusted voice and deep connection to the South is retained on every page, yet the October issue unveils a more graphic and compelling use of evocative photography and beautiful, playful fonts. Its new contemporary layout is easy to navigate and contains countless entry points packed with actionable, realistic tips to inspire confidence to create the life that the readers want.

The brand strikes a balance between providing everyday solutions for busy Southern women and “soul of the South” stories that Southern Living is known for — trusted, timeless narratives that offer glimpses into the undiscovered secrets of this beloved region.

Fifteen new editorial franchises that speak to the evolving needs of readers debut in the October issue. They include:

• “Made by Southern Hands”: A roundup of stylish products and elegant gift ideas unique to the region that enable readers to express their personal Southern style while supporting local artisans and communities;

• “Mama’s Way or Your Way?”: Gives the reader the option to cook her favorite dish the way her mother always made it, or to make a more streamlined, still-delicious version;

• “Half-Hour Hostess”: Easy ways to entertain in under 30 minutes;

• “Decorating Step-by-Step”: Kentucky native Elizabeth Mayhew, decorating expert, and author of Flip! for Decorating, shares how to tackle a decorating project in a few easy steps;

• “Great Southern Drives”: A themed trip of discovery featuring quintessential Southern hideaways and eateries.

With the busy reader in mind, Food and Entertaining stories focus on how to achieve maximum results with minimal fuss; Travel centers on drivable trips, deals and off-the-beaten-path surprises; Gardening offers the novice gardener seasonal ideas for immediate success in every area of the South; and Decorating features creative ideas for accessible, affordable Southern style.

“The approachable content and contemporary design respond to and reflect the affection that all Southern Living readers—whether they are native or new to the South—have for the Southern lifestyle,” said Scott Mowbray, Executive Editor of the Time Inc. Lifestyle Group.

Advertising pages for the October issue of Southern Living are up 12 percent over last year. Advertisers in the October issue include: Elizabeth Arden, Vera Bradley, IKEA, Home Depot, Duncan Hines, Twinings, Curél, Coldwater Creek, La-Z-Boy and others.

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