Hearst Hires New House Beautiful Editor
Hearst Magazines president Cathleen Black rearranged the deck of House Beautiful naming Mark Mayfield as editor-in-chief. Mayfield, 46, replaces Marian McEvoy whom Black hand-picked two years ago from Elle Decor to give the magazine a broader appeal.
Mayfield joins Hearst from Meredith Corp. where he was editor-in-chief of Traditional Home. Black said Mayfield's background in the shelter and design arenas was the main impetus for offering him the top job at House Beautiful. Prior to Traditional Home, 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 increases the magazine's newsstand sales will be 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.