A Synergistic Approach

Today, the definition of a country woman has changed a bit from the original subscribers. “More work off the farm today. But some [readers] are new to rural living, having left big cities and towns for a quieter life,” Kaiser adds.

Editorial still comes from the readers; their recipes and crafts drive the magazines, which now include 11 titles such as Taste of Home and Light & Tasty. And some of the content ends up sparking new catalog merchandising ideas. “There is ongoing dialogue between the kitchen people, the editorial side and the catalog,” Kaiser says. “We watch what they’re selling, and see if it’s something we should be covering in the editorial. We also continue to have a page that’s promotional product copy in the magazines, called the Country Store, specifically for the sale of catalog products. The magazine is used as a place to test products — especially food products in Taste of Home or Light & Tasty.”