'ReadyMade' Snapped Up By Meredith

Brand Appeals to 20-Something Crafters

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NEW YORK (AdAge.com) -- The hip, do-it-yourself ReadyMade brand -- which includes a magazine, a website and how-to kits -- was acquired by Meredith Corp., publisher of more traditional crafts books such as Scrapbooks Etc. and American Patchwork & Quilting.
'ReadyMade' appealed to Meredith because of its reach among younger adults.
'ReadyMade' appealed to Meredith because of its reach among younger adults.

Debuted in 2001
ReadyMade, described by some as "Martha Stewart for 20-somethings," has accumulated increasing attention and admiration since it first appeared in 2001. The bimonthly title earned National Magazine Award nominations for General Excellence in 2005 and 2006 among titles with paid circulation below 100,000.

Meredith said it plans to increase the magazine's circulation to 200,000 within a few months. But the main allure for its new owner may be the magazine's reach among younger adults, which are both desirable to advertisers and not necessarily Meredith's strongest suit. Terms were not disclosed.

'Brand fits perfectly'
"The ReadyMade brand fits perfectly with our strategic initiative to reach younger consumers and extend our online presence," John Zieser, VP-corporate development at Meredith, said in a statement. "Also, we believe there are many opportunities for additional brand extensions, including an expanded web presence, books, videos, products and events."

ReadyMade co-founders Grace Hawthorne, CEO-publisher, and Shoshana Berger, editor in chief, will continue in their roles.

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