IPC Launches New Eden Into Gardening Magazine Sector

IPC Magazines is to launch a new gardening title called New Eden on 15 April. It will be aimed at design conscious women and men in their late 20s and capitalise on the growing trend of home owners who see their garden as an extension of their home.

Editor Tim Richardson said of the new title: “We are writing for people who are not practised gardeners, but who are interested in the end result and who want to know the basics behind adopting styles. This follows an obvious trend in home decoration – you don’t have to be a decorator to have an avid interest in interior design!”

At the last ABC audit of consumer magazines, the market sector was led by BBC Gardener’s World, which had a total circulation of 375,138 from Jan-Jun 1998. Emap’s Garden was the closest contender with its last average net sales totalling 238,944. Your Garden, Country Life and Essentials are just some of IPC’s titles already on the market.

Gardening Magazine ABC Figures Jan-June 1998

IPC’s new launch has some serious competition in that sector of the magazine market therefore. Evelyn Webster, group publisher within IPC’s country and leisure group, commented: “The garden market is growing, and will be worth an estimated £3 billion this year. However, the dynamics of the market have changed – attitudes towards the market have shifted fundamentally, reflecting our changing lifestyles. The garden is increasingly seen by many as a place of entertainment and recreation, and to a greater extent is viewed as ‘the room outside'”.

The magazine’s cover price will be £3.50, and the magazine will have a unique large square format.

IPC: 0171 261 6575