This week’s guest interview is that of Dara Flynn, editor of the Irish interiors magazine House and Home and an interiors journalist for the Sunday Times.
House and Home is the most popular interiors magazine in Ireland at the moment, what do you attribute that success to?
Yes, we’re the most-bought and most-read, which thrills us and really keeps us going. In the competitive magazine market, it takes several successful components to make a magazine a success. I think much of it goes down to the ethos we have adopted. It’s a useful magazine, since we do our utmost not just to show our readers beautiful interiors, but to help them achieve it and tell them where to shop to do so. We also try to keep the mag friendly and accessible in tone – without being patronising. We know our readers already know a thing or two about decor, and we are careful to try to produce features that in some way reflect their tastes, or where we feel their tastes may be heading – even if they may not know it yet!
We know who our readers are: they are ‘nesty’ individuals; they love their homes, they cook, entertain and create there. Often they have families so their homes are hard-working – they need to be functional as well as beautiful. They appreciate quality as much as they like to indulge in new trends from time to time.
Being Irish in our content and outlook is also crucial in a marketplace where so many magazines aren’t, and where we also compete with the UK interiors magazine market.
House and Home is using social media very effectively at the moment – do you think this contributes to the success of the magazine?
Enormously. Social media is effective for building a community – we value feedback and comments we get; they keep us on track, let us know what we’re doing right or otherwise. It also extends that friendly relationship we maintain with our readers.
Your monthly newsletter has a very light and humourous style (and I particularly like the ‘owl wan’) – are you finding it is popular with subscribers?
Yes, it’s enormously popular and proving itself as such – our subscriptions are growing monthly. I’ll have to pass my colleague Kirstie, who writes The Owl Wan, your kind words! (You can subscribe to their newsletter here on their site btw)
If there is a reader who would like to have their home considered for a feature in your magazine, who should they contact?
Either myself or Naoimh, the magazine’s editorial assistant. We recommend emailing, with as many pictures of it as possible, as it is on the basis of this we would make a decision. Interiors is a visual, aesthetic occupation after all! We are constantly on the hunt for new houses and I would stress that you don’t have to be in the design industry, in the arts, or well-known in order to submit your home.
You also write for the Sunday Times and I notice you strive to feature products and companies that are accessible to Irish consumers. Do you find that to be a difficult task? Are there many companies that just don’t deliver to Ireland?
I do find it can be a challenge to keep the column as Irish as possible. This is not only because we are a small island with only a limited number of suppliers, but because many Irish companies are not yet entirely media-savvy, in the sense that they may not understand the importance of excellent product photography. Not all businesses can afford a press relations department of course, but media coverage is essential to a business, so it is definitely worth investing even a little time and money in the photography of product. (It’s worth remarking that right now there are dozens of good freelance photographers out there who would be happy to produce press photography, and would probably be open to working within a budget.) There is still quite a difference between dealing with a UK versus Irish business on this level – all UK firms, big and small, have press sections on their websites making it easy for journalists to feature something on a tight deadline. I tend to feature foreign suppliers if they will deliver here, but overall my preference is to feature Irish businesses as much as feasibly possible.
What about your own home? How would you describe your own decorating style?
Totally eclectic. I subscribe to the notion that if you gather together lots of things you love, your home will simply look right, and I feel it does. My master bedroom contains definite eastern notes, as it is where we keep some treasures we shipped home during a trip to India and Thailand. My furniture is a mix of old, classic pieces, such as a 1950s dining table with a random collection of chairs – one I hand-painted myself, two antiques, two modern classics and a rickety old thing that I love. We have Ikea storage as well as big sturdy old oak, and I have plenty of splashes of red, yellow and green. I love colour and my walls are a canvas, covered in odd assortments of ceramic tiles, witty posters, family photos, antique silk prints, vintage postcards and holiday snaps.
What is your favourite product at the moment? Do you have a favourite shop (offline and online)?
Oh I have dozens! Asking me for my favourite product is like asking a DJ for their favourite song. I adore the knitwork of Donna Wilson, but I also love edgy, industrial design. Retro is a big thing for me, so any new take on an old idea that preserves the vintage/retro feel is fantastic. In Dublin, I think Designist, Irish Design Shop and Inreda are champions of good furniture and accessories, but there are also little havens for great quirky stuff, like Decor and Article. I often rely on Ikea for basics, which they do really well. Online, I like Bodie and Fou and Anthropolgie, and in Ireland, I really admire the range of online decor shops, from the singularly country-classic taste of eBoutique, to the feminine charm of Mabel and Violet and of course, Garrendenny Lane, where I always find something new that taps into current tastes and trends I see taking off worldwide. (And no, Lorna didn’t pay me to say that). (Aw shucks! – Lorna )
Have you any exciting plans (perhaps for H&H) for the future that you’d like to share with us?
Quite a few! We have an exciting new competition coming up shortly that all our readers can enter and our online presence is about to get even more useful and exciting. The rest I’ll keep mum about so as not to ruin the surprise!
Many thanks to Dara for her interview and I hope you enjoyed reading it. You can subscribe to House and Home too and Mr Postman brings it along every 2 months. It’s a great read and eye candy. The newsletter arrives on the first of each month so remember to sign up for it too.
We’re off to the Social Media Awards tonight as this blog is in the finals so do keep your fingers crossed for us!