Hearst Hires New House Beautiful Editor
Hearst Magazines president Cathleen Black rearranged the deck of House Beautiful naming Mark Mayfield editor-in-chief. Mayfield, 46, replaces Marian McEvoy whom Black hand-picked two years ago from Elle Decor to give the country's oldest shelter magazine a broader appeal.
Mayfield joins Hearst from Meredith Corp. where he acted as editor-in-chief of Traditional Homes. Black said Mayfield's background in the shelter and design arenas was the main impetus for hiring him. Prior to Traditional Homes, Mayfield spent six years as executive editor and then editor of Southern Accents magazine from 1995 to 2001. A former newspaper journalist with USA Today, he also worked as editor-in-chief of Art & Antiques magazine.
Finding a formula that will increase the magazine's newsstand sales is one of Mayfield's first challenges. Sales of House Beautiful at newsstands were down 15.3% to 120,080 for the second half of 2001, while paid circulation rose 4.1% to 865,352.