Meredith’s magazines have had a modest presence on TV, but they’re looking to catch up, starting with a new partnership between Better Homes and Gardens and British chef Jamie Oliver.
In the first TV integration for Meredith's flagship magazine, BHG will appear in the May 10 episode of Jamie Oliver’s Food Revolution on ABC. The episode features deputy garden editor Eric Liskey showing off his expertise by planting a garden at a Los Angeles high school. The experience is also documented in the April issue of the magazine and in its new digital iPad edition.
The deal marks a push that Meredith is making this year to get more exposure for its brands by having them integrated into TV programming. BHG, along with sibling title Fitness, also is working on drumming up similar partnerships in the areas of food, home, lifestyle, and health. More magazine, meanwhile, is getting exposure for its annual Model Search on CBS's The Talk this spring.
Oliver and his show might not be the optimal partner for BHG, though. Actually, it seems like he could use a little help from the magazine, which has a circulation of 7.6 million in both total viewers (4.7 million) and adults 18-49 (1.1 rating/3 share) behind NCIS on CBS, Glee on Fox and The Biggest Loser on NBC.