Can dwell cover design to please both consumers and trade folks?

July 31, 2000 - Modern home design is going to get another champion in the form of the newcomer magazine, dwell. The title, due to emerge in September at newsstands, is attempting to cross the chasm of consumer shelter magazines and architecture titles for trade readers, and appeal to everybody.

But is that realistic? A brief venture to the Internet site immediately soothes the senses with the latest in web site design tools, but reading the brief "mission" information leaves one to wonder about content.

For instance, the title reportedly is not interested in perfectly styled rooms, but will "show how real people live, whether it's in a Mies Van de Rohe apartment in Chicago or an experimental house in Los Angeles." This is what they consider "everyday situations."

One content clue comes from founder Lara Hedberg, who wants to "show our readers that modern home design isn't cold and elitist, that it can be warm and personal, a part of everyday life."

Writers should definitely seek demographic information to understand this title's audience, something covered in our database for many of today's publications.