History of the Home Guide: From Homes of the Falls to Montana Home Journal

For over three decades, Homes of the Falls has been the cornerstone of real estate marketing in Great Falls and Central Montana, evolving from an innovative concept to a widely recognized publication.

The magazine’s origins date back to the late 1980s when Jane Larcombe and Ed Schoenen launched a business utilizing computer kiosks to display homes for sale. Securing early advertising support from local real estate professionals, they placed digital touch-screen kiosks in high-traffic areas, including retail locations and restaurants such as Wal-mart and McDonald’s. 

The computer kiosks used in the 1980s to display homes for sale.

While this model proved to be profitable, the high capital investment required for new technology limited its future scalability. Recognizing an opportunity for print media, Larcombe and Schoenen transitioned to publishing in response to market demand. In just a few weeks, they secured enough advertisers to produce the first 32-page issue of Easy Living Home Guide.

As demand grew, so did the magazine’s reach, expanding to 96 pages at its peak and often surpassing the Great Falls Tribune in real estate advertising volume. The transition to full-gloss, high-quality printing further solidified its reputation among industry professionals. However, maintaining consistent print production proved to be an ongoing challenge, requiring partnerships with multiple printers across Montana and, for a time, even its direct competitor, The Great Falls Tribune. Eventually, the magazine established a long-term printing relationship with a company in Denver, ensuring consistent quality and distribution.

Over time, market conditions shifted. The rise of digital real estate platforms, the overall decline in print advertising, and economic challenges led to reduced advertising demand. Despite remaining profitable, these factors contributed to a gradual decline in sustainability for the publication in it’s existing format.

After careful evaluation, Larcombe made the decision to conclude Homes of the Falls with its October 2024 issue. Shortly after, interest emerged in continuing the magazine’s legacy, highlighting its enduring impact on the Great Falls real estate community. Lindsey Godwin, frequent cover image contributor and owner of local real estate media company REP Space, and Nicole Marchion, owner of Intentionaire Marketing & the Great Falls Edit received Jane’s blessing and support to rebrand and relaunch the magazine as Montana Home Journal.

With deep respect for the foundation laid by Homes of the Falls, we look forward to building on that tradition through beautiful photos, curated articles, insights and inspiration in the months ahead.

Read the first issue of Montana Home Journal here.