Magazine Overview

H.I. represents the core of Southern Arizona’s home improvement elite; homeowners who are remodeling or improving their homes, woodworkers spending Saturdays in their workshops and guys and gals who are as good with metal and machines as they are with maple and moldings.

The H.I. Magazine not only showcases the best home and landscape architecture of the Southwest, it also serves as a how-to guide and sourcebook for building, remodeling, and decorating.

From Phoenix to Nogales, Yuma to Bowie, H.I. covers the southern part of the state where the climate is much different than the Northeast, Midwest, or Southern styles found in national home improvement magazines. This Magazine is geared for this climate - ZONE 8.

H.I. also speaks to many of the hardest to reach building trades contractors, who are experts in their field.  Their influence on others extends far beyond H.I.’s expectation of Thousands of Subscribers, over 60 thousand circulation with over120,000 total readers.

H.I.’s interactive content gives it the highest MRI Reader Involvement Index in its “no-competition” set. Nothing demonstrates the involvement of H.I. subscribers’ better than the fact that 30% will spend $359 after one year to extend their subscription for life.

FEMALE BUY

Reach more than

7 thousand women

MALE BUY

Reach more than

11 thousand men

Corporate Buy Opportunities

Great Giveaway! – Sweepstakes Sponsorship & Lead Generation

Select, Premium Advertisers can sponsor the sweepstakes and receive a free bonus page in H.I. for the cost of the prizes. Each sweepstakes is promoted in the magazine and on thehimagazine.com website.  The H.I. subscriber enters the sweepstakes online or through the mail and sees the sponsor’s promotion. Depending on the advertising commitment, some sweepstakes also feature an opt-in question for more information that enables H.I. to share the name, mailing address and e-mail address of participants with the sponsor.

Marketing Programs

H.I. truly delivers to the home enthusiast readers better than any magazine in its no-competition set. Syndicated research, turn-key programs, measurable results and even guaranteed leads make H.I. your preferred marketing partner.

Free magazine and trial memberships

Advertisers can be authorized to offer their customers a free issue of H.I..

Market research

H.I. can conduct market research for advertisers via online surveys and mail in surveys. This is a great way to get inside the minds of your target market and gain invaluable information regarding your product. Whether you need seasonal purchase intent or brand awareness, we’ve got the answers. By conducting market research you will be able to create a more effective marketing program ultimately resulting in more product sales.

Custom publishing – print, photography and high-definition video

With the addition of the new magazine to H.I.’s existing articles, books, photographs and videos, H.I. owns and controls a vast array of How-To content.  This content covers the areas of home remodeling, maintenance, repair, landscaping, lawn care, woodworking, metalworking, painting and overall home improvement.  The Content Library also has the ability to develop new content for pamphlets, booklets, inserts, advertorials, websites and video clips.

Advertiser directories to drive web traffic

Run-of-book advertisers receive a free address and toll-free number listing in The H.I. Magazine

Market seeding

H.I. can seed the market with new consumable DIY products to help advertisers reach influencers and jump start consumer demand.

Bi – Monthly Circulation and Locations

60,000 copes printed by -monthly with a 25% increase depending on demand.

Locations:

Over 200 local areas and surrounding cities in supermarkets, bookstores, retail outlets, advertisers locations, design centers, real-estate offices and big box outlets along with city and county offices and Chamber of Commerce locations throughout the Southern Arizona regions and  Home Shows.

Product testing and official seals of approval

Your product can earn the H.I. or Contractor Seal of Approval depending on your target audience.  Many H.I. readers will say they would be more likely to read an advertisement or to buy a product if the ad or the package featured one of H.I.’s official seals of approval.  For the cost of supplying and shipping the test products, you get unlimited use of the Seal, a test report write-up in The H.I. Magazine, and all collected test questionnaires including full rights to the testers’ names and comments. Tests are expedited and product contributions are discounted for advertisers.

No risk: If H.I. subscribers do not recommend the product, the test results are sent to the manufacturer and they are not published.

HI NEWS

The magazine goes out to thousands of H.I. subscribers. It features how-to tips, product reviews, timely seasonal advice, public up and coming new developments in the areas, home permits updates, sweepstakes and contest promotions, and advertising with measurable results.   

Official product of The H.I. Magazine

The H.I. Magazine will consider naming a premium product the official choice of The H.I. Magazine.

For example, the Some Name cordless 18 volt drill may be the official drill of the H.I. for 1 year. Editorial

Circulation: Over 60.000

Ad Rates and Ad Specs

See Ad Rates Page

Production contact: 

Santana Daniels

E-mail: santana@thehimagazine.com

Phone: 520-870-2136

Woodworkin

Woodworking

H.I. will enjoy a heavy concentration of loyal readers who love the craft of

woodworking.  They do it often and equip their workshops with quality tools.

We expect 58% of our readers to participate in woodworking. They
average 4 days per month in the workshop perfecting their craft.

Projects They Enjoy

69% tell us they do remodeling/trim carpentry

52% do woodworking craft projects

38% take on furniture building

24% even sell their woodworking projects

Tools They Rely On

85% own circular saws (393 index)

83% own electric sanders (437 index)

77% own jig/saber saws (530 index)

64% own electric routers (630 index)

SOURCE: 2006 Local Study, MRI Custom Division

H.I. readers have it all – they own the land, the tools, the equipment
and have the knowledge to pull it all together beautifully.

The Land

31% of subscribers own 1+ acre (161 index)

14% of subscribers own 3 or more acres (148 index)

 The Equipment

60% own trimmers or edgers (3x the national average)

54% own outdoor blowers (3x the national average)

42% own riding mowers (3x the national average)

35% own tillers

23% own lawn or garden tractors (5x the national average)

19% own utility vehicles

The Knowledge

56% gardened in the last 12 months, spending an average of 6 days per month in the garden.

SOURCE: 2004 Local Study, MRI Custom Division

Lawn & Garden

Home Remodeling

47% of readers did home remodeling last year (177 index), spending a total of $2.4 billion dollars on large scale home improvement.

79% will do home remodeling projects in the next 24 months.

Home Improvement

79% made home improvements last year (234 index), spending a total of $1.7 billion dollars.

Major Remodeling

H.I. subscribers will continuously strive to make their homes bigger, better and ultimately more beautiful. They perform significant remodeling projects at nearly twice the rate as the average American family.

SOURCE: 2006 Local Study, MRI Custom Division

Automotive

Automotive

Whether it’s hauling material from their local home center or towing a trailer full of tools and equipment to a job site, H.I. subscribers consider their trucks essential home improvement tools.

H.I. readers own an average of 3 vehicles.

45% Own Pick-Up Trucks (272 index)

31% Own Full size Pick-Ups (349 index)

35% Own SUVs (171 index)

23% Own Vans (189 index)

They need trucks for work: 20% are contractors in the building trades.

They need trucks for play:

In addition to their home improvement passion, H.I. Readers also love hunting, fishing, camping, boating and gardening.

Vehicle care is a labor of love.

97% bought automotive products including air or oil filters, motor oil, batteries, spark plugs and tires in the last year 62% do most of the maintenance themselves 77% own mechanics tools

SOURCE: 2006 Local Study, MRI Custom Division

We are looking for contributing writers and article submissions from those who have done it themselves and want to share their success. santana@thehimagazine.com

Read by over 60.000 customers, H.I. is the perfect reach vehicle for those targeting Southern Arizona’s homeowner’s. Both men and women are now getting in the game, giving you a dense delivery of your target market.

Pharmaceutical

7% of H.I. subscribers used a prescription for ailments common to men and women

62% of subscribers have used a prescription remedy to treat the following ailments:

26% hypertension/high blood pressure (226 index)

24% high cholesterol (301 index)

20% allergies/hay fever (163 index)

18% sinus congestion and headache (217 index)

16% heartburn (231 index)

13% arthritis/rheumatism (203 index)

SOURCE: Prescription data from 200 pharmaceutical Study, MRI Custom Division.

Product Testing

How it works

The H.I. Magazine provides you with mailing lists of pre-screened subscriber - testers who have completed an extensive qualification survey. You can ship your products to the testers and the magazine sends them evaluation questionnaires. When 2 out of 3 testers recommend your product, it receives the endorsement seal and it is posted in the H.I. magazine for one year.

Note: If the product fails to win approval, the results are reported to you but not published.

What you get

1. Unlimited use of the seals of approval for advertising, packaging and promotion of the tested product.

2. A quarter page write-up featuring a product photo, product description, testimonials and test

score in The H.I. Magazine.

3. Unlimited rights to the names and comments in the evaluation reports for market research and promotions.

4. Seeding of the DIY/ home improvement Contractor, Woodworker, Mechanics market with your new product.