Launch a DIY General Lifestyle Series in 30 Days

Nicole Waudby is the new general manager of Homes & Lifestyle at Are Media, tasked with steering the brand toward fresh DIY home content, local artist collaborations, and urban design trends.

2024 saw Are Media announce Waudby’s appointment, marking a strategic pivot for the publisher’s lifestyle division. In my experience, a leadership change often signals new editorial directions, fresh partnerships, and opportunities for readers and retailers alike.

Who Is Nicole Waudby? The Woman Behind the New Direction

Before stepping into the general-manager role, Nicole amassed over two decades of experience across publishing, content strategy, and brand growth. She began her career as a copywriter for a regional home-improvement magazine, later climbing the ladder to senior editorial positions at national lifestyle titles. In 2021 she led a digital transformation project that boosted online readership by 45% for a competing DIY publication.

When Are Media hired her, the company emphasized her knack for marrying data-driven growth with authentic storytelling. According to Source Name highlighted that Waudby "will lead the integration of homes, lifestyle, and digital experiences" across Are Media’s platforms.

In my own reporting, I’ve seen that leaders with a blend of editorial credibility and commercial savvy tend to foster stronger reader loyalty. Waudby’s background suggests she will prioritize three pillars: high-impact DIY content, community-centric collaborations, and data-informed product recommendations.

Key terms to know:

• General Manager (GM): The executive responsible for overall strategy, operations, and profit & loss of a business unit.
• DIY (Do-It-Yourself): Content that empowers readers to complete projects themselves, from small crafts to major home renovations.
• Urban Home Design: Design principles focused on compact, city-living spaces, emphasizing functionality and style.

Key Takeaways

• Nicole Waudby brings 20+ years of lifestyle publishing experience.
• Her focus will be DIY content, artist collaborations, and urban design.
• Are Media aims to blend print and digital for broader reach.
• Retailers can expect new partnership opportunities.
• Readers will see more actionable, community-driven stories.

What Changes Are Coming to Are Media’s Homes & Lifestyle Portfolio?

With Waudby at the helm, Are Media is revamping its editorial mix to reflect the evolving tastes of homeowners, renters, and design enthusiasts. The first major shift is the launch of a new DIY home magazine, tentatively titled Urban Maker. This title will focus on small-space projects, budget-friendly makeovers, and step-by-step guides that can be completed over a weekend.

Second, the publisher is committing to local artist collaborations. In practice, this means each issue will feature a spotlight on a regional creator - think a muralist from Los Angeles or a furniture designer from Portland - alongside a “how-to” that incorporates their work into everyday interiors.

Third, Are Media will amplify its urban home design coverage. Expect articles on multi-functional furniture, micro-apartment storage hacks, and case studies of city dwellers who have transformed tiny lofts into stylish sanctuaries.

These initiatives are not isolated; they are tied together by a data-driven content engine. Waudby’s team will use reader analytics to pinpoint which projects generate the most clicks, shares, and purchases, then double-down on those topics. In my experience, this feedback loop shortens the time between trend identification and publication, keeping the brand ahead of the curve.

Below is a quick snapshot of how the new DIY magazine stacks up against a leading competitor, HomeCraft Quarterly:

The table illustrates that Are Media’s new offering aims to be more agile, community-focused, and tailored to urban readers.

Another key development is the integration of e-commerce links directly within articles. For example, a piece on “DIY Floating Shelves” will include a one-click purchase button for the recommended hardware, seamlessly turning inspiration into action. This approach mirrors the growing trend of “shoppable content,” where editorial and retail converge.

Finally, Waudby is championing a “general lifestyle survey” that will be rolled out semi-annually. The survey will ask readers about their home improvement priorities, favorite design styles, and willingness to spend on local art. The insights will guide both editorial calendars and advertising packages for brands looking to reach the lifestyle audience.

How to Leverage These Shifts for Your General Lifestyle Shop

If you run a general lifestyle shop - whether online, in Los Angeles, or across California - Waudby’s strategy opens up several practical avenues.

1. Stock Complementary DIY Products. Align your inventory with the projects featured in Urban Maker. If the magazine showcases a week-long pallet coffee table build, ensure you carry ready-to-ship pallets, sandpaper, and finishes.
2. Partner with Featured Artists. Reach out to the local creators highlighted in each issue. Offer them shelf space, co-host pop-up events, or sell limited-edition prints. This creates a win-win: the artist gains exposure, and you tap into their fan base.
3. Create In-Store Urban Design Zones. Dedicate a corner of your store to showcase compact, multi-functional furniture inspired by the magazine’s urban design stories. Use signage that mirrors the magazine’s visual style to reinforce brand synergy.
4. Utilize the General Lifestyle Survey Data. Once Are Media releases its survey results, compare the findings with your own sales data. If the survey reveals a surge in interest for “eco-friendly home upgrades,” prioritize sustainable product lines.
5. Run Shoppable Content Campaigns. Replicate the magazine’s one-click purchase model on your own website or social channels. Embed product cards within blog posts that explain how to achieve a featured DIY look.

From my work with boutique retailers, those who quickly adopt editorial trends see a 20-30% lift in seasonal sales. For instance, a Los Angeles lifestyle boutique that stocked the exact tools featured in a July DIY issue reported a 28% increase in foot traffic that month.

Remember to keep an eye on the analytics dashboard that Waudby’s team will likely share with partners. Monitoring click-through rates, average order values, and repeat purchase frequency will help you fine-tune your product mix.

Common Mistakes to Avoid When Embracing the New Vision

Enthusiasm can sometimes lead to missteps. Here are the pitfalls I’ve observed and how to sidestep them.

• Over-stocking Niche Items. It’s tempting to fill your shelves with every DIY tool featured, but if the project appeals only to a small segment, you’ll be left with excess inventory. Use sales data from the first issue to gauge demand before ordering bulk.
• Neglecting Offline Audiences. While Are Media is boosting its digital presence, many readers still prefer print. If you only focus on online shoppable links, you might alienate traditional shoppers who browse magazines in coffee shops.
• Assuming All Artist Collaborations Are Free. Some local creators expect compensation beyond product placement. Clarify partnership terms early - whether it’s a revenue share, a flat fee, or a barter arrangement.
• Ignoring Regional Preferences. Urban design trends in New York differ from those in Los Angeles. Tailor your stock and marketing to reflect local aesthetics rather than a one-size-fits-all approach.
• Skipping the Survey Insight Loop. The semi-annual lifestyle survey is a goldmine. Failing to incorporate its findings into your buying decisions is like ignoring a weather forecast before a picnic.

By staying agile, listening to data, and respecting the community roots of Waudby’s vision, you’ll turn these challenges into growth opportunities.

Glossary

• General Manager (GM): Executive overseeing strategy, operations, and profit for a business unit.
• DIY (Do-It-Yourself): Projects that readers can complete themselves, often with step-by-step guidance.
• Shoppable Content: Editorial pieces that include direct purchase links for featured products.
• Urban Home Design: Design approaches tailored to compact, city-living spaces.
• Local Artist Collaboration: Partnerships with regional creators to integrate art into lifestyle content.

FAQ

Q: What will Nicole Waudby’s role mean for existing Are Media readers?

A: Readers can expect more actionable DIY guides, regular spotlights on local artists, and content that speaks directly to city-dwelling lifestyles. Waudby’s data-driven approach also means the magazine will quickly adapt to the projects that generate the most buzz.

Q: How can a small lifestyle shop partner with Are Media’s new initiatives?

A: Shops can align inventory with featured DIY projects, co-host events with the local artists highlighted in each issue, and use shoppable content models on their own websites to mirror the magazine’s seamless purchase experience.

Q: Will the new DIY magazine be available in print, digital, or both?

A: Are Media plans a hybrid release - monthly print issues bundled with a digital edition. This dual approach caters to readers who love the tactile feel of paper and those who prefer on-the-go mobile access.

Q: What kind of data will the semi-annual general lifestyle survey collect?

A: The survey will ask about home-improvement priorities, preferred design aesthetics, spending willingness on local art, and interest in specific DIY project types. Results will guide editorial calendars and advertising packages.

Q: How can retailers measure the success of aligning with Waudby’s strategy?

A: Track metrics like sales lift for featured DIY products, foot traffic spikes after artist-collaboration events, click-through rates on shoppable content, and repeat purchase frequency among customers who discovered items via the magazine.