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Face To Face: Good Housekeeping
Tried, Tested & Trusted
Below: The first issue of Good Housekeeping that was published in March 1922. Below middle: The Good Housekeeping Library of Cooking.
If there was ever an award for being a national treasure, Good Housekeeping would be a top contender. Some 18 months shy of its 100th year anniversary, Good Housekeeping is still the UK’s biggest selling women’s lifestyle magazine brand. It boasts a loyal readership of over 3m people every month, and each year over 250,000 licensed products are sold alongside 2,500 products tested at the Good Housekeeping Institute. (GHI). In fact, it is the only magazine brand ever to be awarded the trademark ‘Tried, Tested & Trusted’. So what’s the secret of the brand’s unstoppable success, and what licensing opportunities lie ahead? To find out, Progressive Gifts & Home put editor-in-chief Gaby Huddart and chief brand officer Sharon Douglas under the spotlight. Launched in March 1922 - in a decade when the stove was first introduced, along with dishwashers, toasters, percolators and irons - Good Housekeeping has continued to be a trusted friend to its readers who today embrace, two, even three generations. “Life has never been more uncertain,” comments Good Housekeeping’s editor-inchief Gaby Huddart. “People need a trusted source of answers to the everyday challenges they face. Underpinned by our expert testers at the Good Housekeeping Institute, our magazine and website both give readers
trusted solutions, delivered with simplicity at the time they need it most. We are read by everyone who wants to search less, make good decisions and buy with confidence.” As chief brand officer Sharon Douglas adds: “Good Housekeeping has been influencing the customer purchasing journey since the day we
launched and our 100th Anniversary plans offer potential licensees the chance to be part of an entire year of celebrations starting in time for Christmas in October 2021. We are looking for brands and partners that share our values of trust, quality and design.” Sharon explains that there are “three angles potential partners can get involved with” as part of the brand’s licensing plans. “First, there is the nostalgia opportunity celebrating the last 100 years, and to support this we are releasing previously unseen artwork from the early covers and features that will look stunning on gifting, stationery, homeware and toiletries.” The second is food. “Food is by far the biggest reason readers come to Good Housekeeping and that’s not just mum,” reveals Sharon. “Our readers include men and younger audiences leaving home and searching our huge
Gaby Huddart: The Lowdown l l l l l l l
Gaby started her career in journalism 30 years ago, moving on from trade magazines to consumer women’s lifestyle magazines in 2005. She joined publishing house Hearst seven years ago and was appointed editor-in-chief of Good Housekeeping in 2017. (“It’s is my dream job, the greatest privilege in journalism.”) Home is a ‘60s townhouse in SE London, where she lives with her husband and two teenage daughters. (“I’m hoping to give it a more contemporary look and will definitely be asking the style editor for advice this year!”). One of the most special gifts she has received was from her mum. (“It was a book she made of my daughters’ growing up. It’s filled with memories and means so much to me.”) Her happy place is a long soak in the bath filled with the luxury bath oil Relax from Aromatherapy Associates. (“It makes the top floor of the house smell like a spa.”) As for her desert island ‘must have’, it would be a lovely, framed photograph of her family. Her favourite GH tip from the archives comes from the 2000s: “Don’t let emails take over your working life. Read messages once in the morning and once in the evening.” (“If only!”)
Left: Editor-in-chief Gaby Huddart.
Progressive Gifts & Home Worldwide
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