Better Homes & Gardens: An American Icon
For over a century, Better Homes & Gardens has been an integral part of American domestic life, shaping how generations of homeowners approach decorating, gardening, cooking, and homemaking. With its distinctive red-plaid cover and practical, trustworthy advice, this iconic publication has earned its place as a quintessentially American brand that continues to evolve while staying true to its roots.
From its humble beginnings in 1922 to its current status as a multimedia lifestyle brand, Better Homes & Gardens has mirrored the changing aspirations of American homeowners while maintaining its core values of practicality, accessibility, and quality. This comprehensive exploration traces the magazine's journey from a simple gardening publication to a cultural touchstone that continues to influence American domestic life.
American Founding and Historical Roots
Better Homes & Gardens emerged from America's heartland with a vision to help everyday families improve their homes and lives. The magazine's origins are deeply intertwined with American agricultural history and the growth of suburban culture.
Founded by Edwin Meredith, former U.S. Secretary of Agriculture under President Woodrow Wilson, as Fruit, Garden and Home magazine.
Renamed Better Homes and Gardens to reflect its expanding focus beyond gardening to encompass all aspects of home life.
Published the first edition of the iconic Better Homes and Gardens New Cook Book, known for its distinctive red plaid cover.
Better Homes & Gardens magazine covers have evolved while maintaining their recognizable style
The magazine was a spin-off of Successful Farming (founded in 1902), reflecting its early focus on practical advice for rural and suburban American households. Launched during the post-WWI boom, it catered to the growing American middle class's interest in homeownership, gardening, and domestic improvement.
Ownership and American Operations
Better Homes & Gardens has maintained strong American roots throughout its ownership history, with headquarters consistently based in the Midwest.
Ownership Timeline
- 1922-2021: Published by Meredith Corporation, headquartered in Des Moines, Iowa
- 2021-Present: Owned by Dotdash Meredith (part of IAC, a New York-based internet company)
- Primary Operations: Editorial offices remain largely based in the United States
American Reach and Influence
Better Homes & Gardens has consistently ranked among the top publications in the United States. As of 2015, it was the fourth most widely circulated magazine in the country, with over 7.6 million print copies. Its digital presence attracts 43 million monthly multi-platform audience members, including 10 million unique visitors to its U.S. website (bhg.com).
Cultural Impact on American Life
Better Homes & Gardens has played a significant role in shaping American domestic culture throughout the 20th and into the 21st century.
Shaping Domestic Ideals
The magazine focused on home economics, interior design, gardening, and cooking, aligning perfectly with post-war suburbanization and the American dream of home ownership. Its practical, approachable content made sophisticated home design and gourmet cooking accessible to middle-class Americans.
The iconic Red Plaid Cookbook has been a kitchen staple for generations of Americans
Pop Culture Presence
The magazine's influence extended beyond home design into popular culture:
- Mentioned in songs by Miranda Lambert ("The House That Built Me") and Loretta Lynn ("One's on the Way")
- Parodied in Mad Magazine ("Bitter Homes and Gardens") and I Love Lucy ("Better Homes and Garbage")
- Featured in numerous films and television shows as a symbol of American domesticity
Tested, Trusted Content
Better Homes & Gardens built its reputation on rigorously tested recipes, DIY projects, and gardening advice tailored to American climates and lifestyles. Their test gardens in Des Moines, Iowa, have been developing and testing plants since 1922, ensuring recommendations work for American gardeners.
Global Expansion with American Roots
While Better Homes & Gardens has expanded internationally, it has maintained its distinctly American character and sensibility.
International Editions
International editions are licensed adaptations rather than replacements for the American flagship:
- Australian edition: Published by Are Media (formerly Bauer Media Australia)
- Content adaptation: Regional editions adapt content to local climates and tastes while retaining the core American-inspired sensibility
- Global brand extensions: Rooted in U.S. partnerships with international reach
Brand Extensions
The Better Homes & Gardens brand has expanded beyond publishing while maintaining its American roots:
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Real estate licensing
Via a 50-year agreement with Realogy Corporation for Better Homes and Gardens Real Estate, connecting the brand's values with home buying and selling.
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Product lines
Home decor, furniture, and lifestyle products sold through U.S. retailers like Walmart, with products designed to reflect American aesthetic preferences.
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Digital expansion
Online platforms, social media presence, and digital content that maintain the brand's American perspective while reaching global audiences.
Modern Evolution and Digital Presence
Better Homes & Gardens has successfully navigated the transition from print-centric to multi-platform media while maintaining its core identity.
Centennial Redesign
In 2022, the magazine celebrated 100 years with a significant redesign featuring a larger print format, upgraded paper quality, and four special covers honoring its legacy while looking toward the future.
BH&G has successfully expanded to digital platforms while maintaining its print presence
Digital Transformation
The brand has embraced digital media while staying true to its values:
Better Homes & Gardens has expanded its digital offerings to include video content, interactive tools, and online communities while maintaining the trusted advice and practical approach that defined its print edition.
Conclusion: An Enduring American Institution
Better Homes & Gardens represents more than just a magazine—it embodies a century of American domestic aspirations, values, and aesthetics. From its heartland origins to its current status as a multi-platform lifestyle brand, it has maintained its distinctly American character while adapting to changing times and expanding globally.
The brand's enduring success stems from its consistent commitment to practical, trustworthy advice that helps Americans create homes that reflect their values and aspirations. While international editions and global partnerships have expanded its reach, Better Homes & Gardens remains fundamentally American in its perspective, values, and approach to home and garden living.
As it moves into its second century, Better Homes & Gardens continues to evolve while staying true to the vision Edwin Meredith established in 1922: helping Americans create better homes and gardens that enrich their lives and communities. This commitment to enhancing American domestic life ensures that the brand will remain relevant and cherished for generations to come.
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