Niched Out Magazine of the Month: Hardwood Floors

Each month we salute a great niche magazine. This month’s Niched Out Magazine of the Month is Hardwood Floors.

“When you say you work for a magazine, people are really interested,” says Hardwood Floors Editor Kim Wahlgren. “When you tell them it’s for the wood flooring industry, sometimes they look a little sorry for you.” No need, though, Wahlgren says—the industry is a close-knit group full of interesting personalities and homespun characters bound together by a passion for their craft. The magazine is the official magazine of the National Wood Flooring Association and is sent seven times a year to a qualified circulation of about 24,000 industry professionals, most of them testosterone-laden wood flooring contractors.

Editors connect with their audience in person at the National Wood Flooring Association’s annual Expo, for which the magazine sells booths, and at NWFA wood flooring schools during the year, where editors practice installing, sanding and finishing alongside their readers. (“It’s kind of like living through an episode of This Old House,” Wahlgren says.)

Like all businesses related to the construction industry, the magazine has hunkered down to ride out the Great Recession, but the magazine has also taken the opportunity to expand its digital products. HF has a biweekly e-newsletter that goes out to more than 14,000, a website with an industry discussion forum and industry bloggers, and a social media presence on Facebook, Twitter, Pinterest, YouTube and LinkedIn.

HF digital issue archive:

Social media:!/HFmag


This article originally is part of the June issue of Niched Out News. Full article list:

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Niched Out Magazine of the Month: Hardwood Floors

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