Chip and Joanna Gaines have a new way to reach fans with their Magnolia Network, which launched this week as an app that not only includes programming but also shopping perks for the couple’s growing retail business.
The app combines access to Magnolia Network programs now on the Discovery+ streaming service with shopping, workshops and information about visiting Waco and the Gaineses’ recently expanded Magnolia Market at the Silos.
Magnolia Network, a joint venture between the Waco couple and Discovery Inc., moves to cable television in January and will replace the DIY Network, but expanding audiences in the future means taking a more direct approach to fans.
Entertainment providers are in the midst of a streaming war as consumers shift from cable and satellite services and try to compete with longtime behemoths such as Netflix, with more than 200 million subscribers, and Disney+, with more than 100 million.
The Magnolia Network may help Discovery+ expand subscribers from its current 15 million, but they’re both about to be part of a bigger platform. In May, Dallas-based AT&T struck a $43 billion deal to combine its WarnerMedia with Discovery Inc. Pending regulatory approval, the deal will combine AT&T’s HBO Max with Discovery+, Food Network, HGTV and more, creating a media juggernaut.
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Discovery Inc. CEO David Zaslav, who has been a big supporter of the Gaineses and made the Magnolia Network a reality, will run the new company.
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The Magnolia Network app highlights the lifestyle brand that the Gaineses have been building the past several years, with not only their own new shows but also Joanna’s blog, recipes and an extensive library of workshops. The network includes the first seasons of Fixer Upper: Welcome Home and Magnolia Table with Joanna Gaines, plus new series Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp, in addition to the complete Fixer Upper library.
Joanna Gaines has selected experts to present how-to programming from styling a living room to how to make chocolate chip cookies with perfectly crisp edges. The Create section features tutorials from experts such as pastry chef Zoë François, designer Hillary Walker and plant stylist Hilton Carter, who now has a collaboration with Target.
Access to all the programing requires a subscription to Discovery+, which costs $4.99 a month or $6.99 for the ad-free version. One week access to Discovery+ is free with the Magnolia Network app download.
The shopping section and visit Waco information are accessible without a Discovery+ commitment.
More than one-third of retail e-commerce in the U.S. is now from mobile devices, so putting shopping together with entertainment makes sense.
The app offers 20% off first-time purchases and free shipping on most Magnolia orders over $150, early access to new products and exclusive promotions. In Waco, the Silos development has added new stores, a large furniture showroom and six smaller boutiques.
Twitter: @MariaHalkias
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July 17, 2021 at 06:03AM
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