SOURCE: Halogen Media Group

April 14, 2011 09:00 ET

Preeminent Design Site Remodelista Joins Forces With Halogen Media Group

Careful Consideration Brings the Ultimate in Home Design Curation to the Authentic Media Leader

SAN FRANCISCO, CA--(Marketwire - Apr 14, 2011) - Halogen Media Group today announced that, the go-to home design and renovation blog for professionals and enthusiasts, has become an exclusive partner destination in the Halogen food and home channel.

Remodelista has emerged as a refined, yet accessible resource for modern, livable interiors. The site is read avidly by style-conscious consumers, architects, and design professionals -- and counts Martha Stewart and Gwyneth Paltrow among its loyal readers.

"Remodelista is a perfect example of authentic media: a passionate editorial voice, a well-defined visual ethos, and a deep connection to an active digital community," said Greg Shove, Halogen's CEO. "The Remodelista team has built a global brand that engages influencers on the web and when they're out making purchase decisions; prestige brands are eager to connect with them."

Founded four years ago by friends Julie Carlson, Janet Hall, Sarah Lonsdale, and Francesca Connolly, Remodelista has become a destination that advocates beautiful design created by small producers, an adherence to sound environmental practices, the promotion of locally grown design, and the idea that one should be willing to pay more and buy less to create a well considered home. "The Remodelista ethos and aesthetic strongly resonates with our readers, who are passionate about the site and see us as a community of like-minded thinkers," said Julie Carlson, editor of Remodelista.

Remodelista leverages its influential readership. For example, Gwyneth Paltrow recently collaborated with the editors on an Easter table setting, photographed exclusively for Remodelista in London. Director Nancy Meyers chose Remodelista as the online advertising vehicle for the release of her movie "It's Complicated." For the recently released movie "Adjustment Bureau," Remodelista received an exclusive on the Matt Damon loft interiors.

"We're well-equipped to serve our existing endemic industry advertisers, but strongly believe that there is an opportunity to showcase the Remodelista voice and community to a broader range of potential brand partners," said Josh Groves, CEO of Remodelista. "Our readership and Halogen's strategy are a great fit and we couldn't be happier to be an anchor publisher."

Remodelista is the latest agreement from Halogen as it builds the media platforms needed to enable brands to leverage the influence of the authentic and social webs. Positioned at the nexus of the rapidly evolving advertising and media industries, Halogen defines authentic media as content whose creation and socialization are driven by passion and influence rather than editorial assignment, SEO, or top-down media models.

San Francisco-based is a leading design and renovation blog operated by Remodelista, LLC. Launched in 2007 by four women, the site won the annual "Homie" award in 2010 for Best Home Design Blog. Remodelista has also been recognized as a leading resource for home furnishing and design ideas by The New York Times, Wall Street Journal, Dwell, Elle Décor,Martha Stewart Living,Real Simple, and Sunset magazines, as well as several sites online including Gwyneth Paltrow's GOOP, Yahoo! Shine, MSN's, MocoLoco, Design*Sponge, Casa Sugar, NotCot, and Inhabitat, among other sites.

Halogen is an authentic media company, which operates at the nexus of the rapidly evolving advertising and media industries. Halogen curates highly engaged and influential online audiences, creates experiential marketing programs to break through the online clutter, and facilitates the megaphone of social influence among affluent and emerging affluent consumers. The company has offices in Los Angeles, New York City and San Francisco.

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