Center of Gravity
Can events bond your whole audience together?
By Kyle Hoepner
When entrepreneur Dan Kaplan pulled together a team in 2005 to start New England Home, what we thought we were doing was simply creating a new magazine. And, in truth, that was the task at hand — scouting for our first featured homes, setting up our first photo shoots, selling our first ads. (Dan and his salespeople did something amazing that spring and summer: Armed with only a PowerPoint presentation and a few copies of other people’s magazines — primarily Architectural Digest and Western Interiors — they pulled in enough charter advertisers to ensure that our new venture would be profitable from its very first issue.)
One basic hunger drove our early success. New England’s top architects, interior designers, and custom builders had long been doing stellar work for a sizeable and quite well-heeled clientele — but the national design press largely ignored our six states, unless there was a celebrity or a Manhattan-based firm involved. New England Home’s initial goal, therefore, was to give New England’s residential riches the highest quality presentation possible — to be a regional design magazine, in short, that looked and felt like the top nationals. New England’s professionals were hungry for high-quality attention.