THMedia, the creators of TheHomeMag, has long been a trusted name in home improvement advertising. Its knack for delivering targeted, actionable content to homeowners has propelled the brand to prominence. Building on this legacy, THMedia is expanding into the luxury lifestyle market with TheLuxeMag, set to launch in the latter half of 2025. As the third title in the company’s portfolio, alongside TheHomeMag and ThePetMag, TheLuxeMag establishes a comprehensive suite of publications that address every facet of the modern home.
“The launch of ThePetMag was a significant milestone,” says Tom Bohn, President and COO of THMedia. “We understand that pets are truly the heart of the home. Expanding into the pet space allows us to reach a passionate community of pet lovers and provide valuable content.”
With the addition of TheLuxeMag, THMedia now offers a complete approach to home publishing. TheHomeMag continues its focus on connecting homeowners with trusted local contractors and practical home improvement solutions. ThePetMag caters to the unique needs of pet owners, seamlessly integrating pet care into home life. TheLuxeMag brings a new dimension, focusing on luxury enhancements and premium solutions for discerning homeowners.
“Our core audience is focused on home improvement and making their residences the best they can be,” says Joanna Lundberg, Vice President of National Sales. “This group has the discretionary income to spend, and research shows they are also interested in other aspects of the home. We want to ensure we deliver content, products, and services that hone in on these categories as we launch Luxury Living as an extension to meet their needs and cover all things home.”
TheLuxeMag takes inspiration from TheHomeMag’s trusted model while targeting a niche audience with an eye for detail and elegance. “Our content aims to be tailored as solutions and tips for homeowners wanting to revamp or upgrade a space in the home,” Lundberg explains. “This brand extension will be focused on high-end furniture, products, appliances, lighting, and services in the luxury home space with an overarching focus on improving one’s home room by room.”
The publication’s distribution strategy will follow the successful direct mail model of TheHomeMag while leveraging digital platforms to expand its reach. “The print model will follow suit with TheHomeMag direct mail, but both will have a niche, targeted audience group based on our research and demographics,” Lundberg adds.
“For our launch year, both TheLuxeMag and ThePetMag will be targeted brand extensions and supplements in tandem with TheHomeMag to offer extended content and resources on topics that impact all things home,” Lundberg continues.
With this alignment, TheLuxeMag ensures its content complements, rather than competes with, its sister publications. The trusted THMedia distribution model, which has successfully delivered TheHomeMag to millions of households, positions TheLuxeMag to make a seamless debut.
“Our model will be solely national advertisers who want access to our large audience across all of our markets and channels,” says Lundberg. “Partners have the ability to align with relevant content, target a group of affluent consumers, and collaborate with a trusted distribution model that has been successful with TheHomeMag.”
TheLuxeMag’s launch underscores THMedia’s commitment to addressing its audience’s evolving needs. TheHomeMag continues to serve as the cornerstone for practical home improvement, ThePetMag champions the role of pets in the modern home, and TheLuxeMag offers homeowners the tools to elevate their spaces with style and sophistication. Together, they form a publishing trifecta that speaks to every aspect of modern living. “Our readers take pride in their homes and are seeking improvements across the board,” Lundberg notes. “Whether aspirational or actionable, our audience wants to learn more about this market as improvement goes far beyond just maintenance.”
As the luxury home market grows, TheLuxeMag promises to be a vital resource for both homeowners and advertisers, offering inspiration and access to premium brands in equal measure. With this new addition, THMedia solidifies its role as the definitive voice in home publishing, delivering unparalleled value to its readers and partners.
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