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If MTV marries HGTV the baby will be MH+L…

February 3, 2009

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OK, enough from the cryptic language. Here is a story about publishing with passion. Forget the big name companies. Forget all the magazine closings in recent months. Forget the statistics and all the analysis that go with them. Avoid the paralysis analysis and follow your gut feeling to create a brand, yes a brand and not just a magazine, or a web site, or even a television channel.
This is not a poetic introduction for some romantic love affair with magazines. It is a true story of a man who have more passion in his voice and more energy in his actions than I have seen in a long long time. His name is Herman Flores and his current title is Publisher and Co-founder of a new venture that will be a magazine in print, a web site and a television channel. His wanna-be brand is Modern Homes + Living or for short MH+L.
I spoke with Mr. Flores yesterday and was captivated by his passion for what he is doing. His work with the industry started back in 1994 as a co-creator of Industry Insider Magazine. In 2000 he co-created DUB magazine converging cars and lifestyle in one publication and later he co-created MTV Cribs Car Edition. For the last eight years he has been co-producing MTV’s Cribs. The man knows what he is doing and knows exactly what is next on his plate. His goal is to provide the industry with an outlet, a brand, that is defined by the following mission statement:

In showcasing the homes and lifestyles of celebrities, it is the mission of MH+L to present its readers with the interior and exterior design styles, approaches and products that comprise successful living in a new and unique way…one that enlightens rather confuses, inspires rather than intimidates, teaches rather than promotes.

Why now and why in print? I asked. “I know print has taken a major hit,” he fired back, “But there is still nothing like the way you hold, display, showcase stuff in a printed medium.” However, Mr. Flores was quick to add that in addition to the printed magazine there will be an online component and a television presence. His plan reminded me of the speech that I gave in Brussels two weeks ago entitled: One Message, One Customer, Multi-Channels. Mr. Flores knows his audience and knows how and where to reach them and to enhance their way of life and living.
MH+L aims to define successful living, he told me. It will go beyond the traditional home magazines that shows you how to redo your kitchen for less than a $1,000 and in fact, showcase a kitchen, a bedroom or a living room of a celebrity, an actor or actress, a singer or songwriter, an athlete who “have earned the right to buck convention and express themselves in ways that are new, unique, genuine and committed.”
The magazine will not only be an invitation from celebrities to see how they live, but also to learn what makes their house their home. Flores’ plan for MH+L is to become a major brand with its printed magazine, website, television channel (think MTV meets HGTV) and a major industry trade show. Learn more about the MH+L here and look for the first issue of the printed magazine is to appear at a newsstands near you in April.
Thank you Mr. Flores for lighting yet another candle in the new world of publishing rather than cursing the dark.

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4 comments

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