Chip and Joanna Gaines have a new way to reach fans with their Magnolia Network, which launched as an app this week, that offers not only programming but shopping perks for the couple’s growing retail business.
The app now combines access to Magnolia Network programs via the Discovery + streaming service with shopping, workshops and information about visiting Waco and the Gaineses’ recently expanded Magnolia Market in the silos.
Magnolia Network, a joint venture between the Waco couple and Discovery Inc., will switch to cable television in January to replace the DIY Network.
Entertainment providers are in the middle of a streaming war as consumers of cable and satellite services step down, trying to compete with long-time giants like Netflix with more than 200 million subscribers and Disney + with more than 100 million.
The Magnolia Network can help Discovery + grow its current subscriber base of 15 million, but both are in the process of becoming part of a larger platform. In May, Dallas-based AT&T closed a $ 43 billion deal to combine WarnerMedia with Discovery Inc. Subject to regulatory approval, the deal will combine AT & T’s HBO Max with Discovery +, Food Network, HGTV and more, creating a media juggernaut.
David Zaslav, CEO of Discovery Inc., who was a huge supporter of the Gaineses and made the Magnolia Network a reality, will lead the new company.
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Screenshot of the direct link to Magnolia shopping in a new mobile streaming app launched on July 15 for the Magnolia Network, a joint venture between Chip and Joanna Gaines and Discovery Inc.
The Magnolia Network App underlines the lifestyle brand that the Gaineses have built in recent years, not only with their own new shows, but also with 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 as well as the new series Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp as well as the complete Fixer Upper library.
Joanna Gaines has selected experts to present programming guides from designing a living room to making chocolate chip cookies with perfectly crispy edges. The Create section features tutorials from experts such as pastry chef Zoë François, designer Hillary Walker and plant stylist Hilton Carter, who now works with Target.
Access to all programs requires a subscription to Discovery +, which is $ 4.99 per month or $ 6.99 for the ad-free version. Access to Discovery + is free for one week by downloading the Magnolia Network app.
The shopping area and Visit Waco information are accessible without a Discovery + commitment.
More than a third of retail e-commerce in the US is now on mobile devices, so it makes sense to combine shopping with entertainment.
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 project has added new shops, a large furniture showroom and six smaller boutiques.
Twitter: @MariaHalkias
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