Mother Earth Living: The Evolution of Natural Home & Garden
The journey of Mother Earth Living reflects the broader shift in how sustainable living has moved from a niche interest to a mainstream lifestyle. What began as a specialized publication focused on cutting-edge green technology eventually evolved into a comprehensive resource for eco-conscious homeowners.
The Origins of Natural Home
Launched in 1999, Natural Home initially carved out a unique space in the publishing world. Under the guidance of Editor-in-chief Robyn Griggs Lawrence, the magazine focused heavily on alternative building materials—such as adobe and straw bales—and the integration of solar power technologies.
While the content was innovative, the magazine faced a significant challenge: market reach. For the first five years, circulation struggled to reach six figures. The readership was largely concentrated in specific eco-conscious hubs like Boulder, Berkeley, and Burlington, which limited the publication's financial sustainability.
Strategic Pivot and Acquisition
To survive and fulfill its mission of bringing healthy lifestyles to a wider audience, the magazine underwent a strategic revamp in 2005. The goal was to make green living more accessible to the general public by expanding its scope beyond technical construction.
The updated format introduced a variety of practical sections, including:
- Eco-conscious money management: A column dedicated to sustainable finances.
- "Try This": A section featuring easy-to-implement home projects.
- Expanded coverage on gardening, food, decorating, and remodeling.
Following this shift toward accessibility, Ogden Publications acquired Natural Home in 2006.
Rebranding to Mother Earth Living
The final stage of the publication's transformation occurred in 2012. Ogden Publications merged Natural Home & Garden with The Herb Companion, a more popular title in the gardening space. This merger resulted in the creation of the brand Mother Earth Living.
As part of this rebranding, the digital presence was consolidated, and the domain naturalhomeandgarden.com was redirected to motherearthliving.com to unify the audience under a single identity.
Key Facts
- Founded: Natural Home launched in 1999.
- Acquisition: Ogden Publications acquired the magazine in 2006.
- Rebrand Date: Rebranded as Mother Earth Living in 2012.
- Merger: Combined Natural Home & Garden with The Herb Companion.
- Original Focus: Alternative building materials (straw bales, adobe) and solar power.
| Year | Event | Key Outcome |
|---|---|---|
| 1999 | Launch of Natural Home | Focus on alternative building and solar tech |
| 2005 | Content Revamp | Shift toward mainstream accessibility and lifestyle |
| 2006 | Acquisition | Purchased by Ogden Publications |
| 2012 | Rebranding & Merger | Became Mother Earth Living via merger with The Herb Companion |
Frequently Asked Questions
What was the original focus of Natural Home magazine?
The magazine originally focused on cutting-edge alternative building materials, such as adobe and straw bales, as well as solar power technologies.
Why did Natural Home change its content strategy in 2005?
The publication needed to reach beyond niche eco-conscious markets in cities like Boulder, Berkeley, and Burlington to increase circulation and ensure financial viability.
When did the magazine become Mother Earth Living?
The rebranding occurred in 2012 following a merger between Natural Home & Garden and The Herb Companion.
Who acquired Natural Home in 2006?
Ogden Publications acquired the magazine in 2006.
What new sections were added during the 2005 revamp?
The magazine added a "Try This" section for easy home projects, a column on eco-conscious money management, and increased coverage of food, gardening, and decorating.