Why Meredith Partnered with the Beekman Boys

Today Meredith announced the release of its newest title, the Beekman 1802 Almanac, in partnership with farm-to-table advocates and bestelling authors, the “Beekman Boys” Brent Ridge and Josh Kilmer-Purcell. The Almanac will be available on newsstands on October 6th and will provide a collection of seasonal recipes, gardening tips, and stories gathered by the stars of “The Fabulous Beekman Boys” television show. The publication is modeled after traditional almanacs, popular among farmers in the 19th century, and will offer readers a glimpse into the farm-to-table lifestyle of Ridge, Kilmer-Purcell, and their neighbors in Sharon Springs, NY.

Editorial content director for Meredith Special Interest Media Doug Kouma spoke with Publishing Executive about the new launch and why the partnership with the Beekman brand is a great fit for Meredith. “By partnering with dynamic brands like Beekman 1802, we can leverage the scale and strength of Meredith’s newsstand distribution network and create opportunities for both sides,” says Kouma. “It’s such a good fit for Meredith. Brent and Josh’s fresh take on locally sourced goods and their ‘back to the farm’ movement beautifully complement Meredith’s strengths in the DIY/maker space.”

Another enticing aspect for Meredith is the “Beekman Boys’” solid consumer base, which is eager to purchase more from their favorite lifestyle duo. Consumers’ enthusiasm can be seen in the success of the Beekman 1802 Mercantile shop which Ridge and Kilmer-Purcell launched in 2008. “The fans are passionate and loyal and they love everything the guys stand for,” says Kouma. “We think that’s going to be a point of difference for this product in a crowded marketplace. The Beekman 1802 Facebook page is already full of comments from fans asking how, when, and where they can buy the magazine.”

The much coveted millennial demographic has widely embraced the Beekman brand too, but that’s not the only audience fit for the Almanac, says Kouma. “It’s all about living simply, authentically, and giving back to your community. We think that message will resonate across many demographics.”

The first issue of the Beekman 1802 Almanac is a test that will gauge the publications mass appeal, says Kouma. If the Almanac is successful, he hopes to expand the magazine into a seasonal quarterly over the next year. “We’d love to build upon the success of Beekman 1802 Almanac and work with Josh and Brent on other projects in the future.”

Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.

Publish date: October 1, 2015 https://dev.adweek.com/media/meredith-launches-beekman-1802-almanac-eye-beekman-boys-staunch-consumer-base/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT