Although based in the U.K., House & Garden has a loyal readership across the pond—its showcasing of classic English style makes it a captivating read even from thousands of miles away. Launched in 1947, the magazine has had five editors in chief, with current editor Hatta Byng taking the helm in 2014, eight years after she started there. “At that stage, it really was about crafting every page, and I think it was probably time for a bit of a refresh [of the magazine],” Byng tells host Dennis Scully on the latest episode of The Business of Home Podcast. “I think we definitely set out to take it forward.”

Byng and the rest of the editorial team try to include a wide breadth of projects, encompassing different styles, scales and budgets—a recipe for a well-rounded print issue. The most important ingredient, however, is choosing homes that are what Byng calls “believable.” They’ll even sometimes reshoot a pitched project or wait a year after a design is completed so there’s more “layering of life” in the space. “I think it’s really important to have the layers of memory and storytelling that different things add to a room and make it feel personal,” she says. “To have the things that aren’t necessarily the most beautiful thing, but they have resonance with you.”

One thing you won’t typically find on the cover of a House & Garden magazine? A celebrity. In fact, a reader may not even know a home belongs to a famous person when they’re reading an issue. “It’s just not what we’re about,” says Byng. “We’re built around a different way of doing things, and we’ve stuck to what we do—celebrating this wonderful world of design in all its richness and depth—and it has done well for us.”

Crucial insight: Whether it’s posting a TikTok slideshow or launching a new WhatsApp channel, Byng attributes some of the publication’s growth to embracing social media platforms to garner a younger fan base. “The print magazine is still absolutely the cornerstone of what we do, but then we use social media to amplify those stories, tell more stories and reach more people. We now shoot probably more houses that go straight onto digital, because it’s a hungry beast that needs feeding,” she says.

Key quote: “Since COVID through the last five years, we really have been having to provide a comfort, and we must understand what our audience is going through in whichever way. I think we feel a responsibility to provide an escapism and to be uplifting.”

This episode is sponsored by Loloi and Klafs. Listen to the show below. If you like what you hear, subscribe on Apple Podcasts or Spotify.

The Thursday Show

BOH executive editor Fred Nicolaus and host Dennis Scully discuss the biggest news in the industry, including the new AD100, a potential TikTok ban, and the age-old “decorator” versus “designer” debate. Later, publisher Elizabeth Ralls joins the show to explain why she bought Atlanta Homes & Lifestyles.

This episode is sponsored by Kohler. Listen to the show below. If you like what you hear, subscribe on Apple Podcasts or Spotify.