In an unprecedented show of corporate support, Hearst Magazines' Good Housekeeping
will begin running its first consumer campaign to use all 16 Hearst titles, 10 daily Hearst newspapers, and corporate-owned TV stations, including several ABC affiliates and cable channel Lifetime. The consumer campaign will focus on the redesign of the Good Housekeeping
Seal, as well as the extension of the product warranty to two years. "In the past we may have not pushed the seal... and warranty to consumers because we wanted to limit our exposure to replacing products. But what we realized is the [Good Housekeeping
] Institute, by testing these products, limits our exposure," said Publisher Pat Haegele. Editorially, the magazine will be running more consumer advocate articles, as well as reworking the Good Housekeeping
Seal policy page to include solving a reader's consumer complaint. Good Housekeeping
is searching for an agency for a consumer campaign for '98. Incumbent is New York-based Jordan, McGrath, Case & Taylor. Separately, Hearst's quarterly spin-off from monthly Country Living
, Country Living's Healthy Living
, will go every-other-monthly starting with the April/May '98 issue.
Copyright July 1997, Crain Communications Inc.