HFC relaunching Haven
By David Perry -- Furniture Today, March 16, 2003
Wilmington, Del. — The Home Furnishings Council is relaunching its Haven magazine, which aims to increase consumer interest in home furnishings.
The magazine, which highlights home furnishings trends and offers decorating ideas, will be published four times a year. Orders for the September issue, which will be available for delivery to stores on Sept. 1, are now being accepted at HFC's offices here.
Haven magazine was launched in 1990. Four years later, the HFC created the "Haven" television program, which ran through 2001. In 1997, magazine production stopped and marketing efforts were concentrated on television.
But consumers and retailers say they want the magazine back, according to Bob Nightengale, a former HFC president now serving as a consultant to the group.
"Over the past two years there have been so many requests from consumers and retailers for copies of Haven magazine that, beginning in September, we will resume printing a new issue every quarter," he said.
"This excellent customer-relations medium will be just as good as ever with up-to-date decorating ideas, home furnishings trends, etc. It will be distributed only through home furnishings retailers, who may give it or sell it to potential customers. Many retailers use it as a take-home item with their design seminars," Nightengale said.
The HFC is asking for a one-year commitment so that it knows how many copies of Haven to print. The content and advertising for Haven will be overseen by an industry marketing committee. Its membership wasn't announced.
Trade group Home Furnishings International Assn., based in Dallas, purchased the assets of HFC and Haven last year "as guardians for the industry," said Mary Frye, HFIA president. "We are watching over these resources and revitalizing them," she said. "We are sincere about Haven being an industry vehicle."
She said there is a great need for Haven.
"I have heard from several segments of the industry that we need a united voice to talk to the consumer," Frye said. "This will be a vehicle for our industry to speak very positively to the consumer."
In addition to the September issue, which will have a holiday focus, issues will be published in December, March and June.
The cost to dealers ranges from 75 cents to $1 per copy depending on the quantity ordered. Orders can be placed with HFC at 407 Philadelphia Pike, Wilmington, Del. 19809, phone (800) 521-4663, e-mail HFCHaven@mindspring.com.
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