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24 May 2012

Gardening blogs grow up: The online publishing evolution continues


As the Chelsea Flower Show makes headlines all over the world with its jaw-dropping displays of gardening expertise, SAY Media have added a new green-fingered title to its growing lifestyle publishing portfolio.

Gardenista is the new online sourcebook for 'cultivated outdoor living'. If I was being mischievous I'd say that official description sounds like Monocle for Tramps, but it is instead an extension of its parent site, Remodelista, and will cover everything from edible and sustainable rooftop gardening to backyard entertaining and outdoor design - making it a prime channel for home and lifestyle brands.

“Gardens matter. We want to make gardening accessible, the way Remodelista demystified—while celebrating— interior design,” said Michelle Slatalla, editor of Gardenista. “We’re uniquely positioned on the Internet to give readers in-depth   coverage in a beautiful, easy-to-navigate, interactive design. Using SAY’s social publishing tools , we can also build and easily connect with our community and really inspire them with quality content.”

As editor of the site, Slatalla will oversee the editorial strategy and development of content, working closely with Remodelista’s editor-in-chief Julie Carlson to maintain the same balance of high-level design and attention to detail that informs Remodelista’s coverage of interior design. Slatalla, a weekly columnist for the New York Times for 10 years, wrote the popular “Wife, Mother, Worker Spy” column for the newspaper’s Style section. She is also a former lifestyle columnist for TIME Magazine, and writes a monthly etiquette column for Real Simple.

Gardenista shares many of the design attributes of its parent site Remodelista - and as such represents thte next stage of evolution in online publishing titles. Schools of web design thought have merged with blogger publishing mentality and greater understanding of user experience. This means that new considerations, such as design functionality that takes into account the screen size of the viewer's device ensure that Gardenista and Remodelista remain attractive and user friendly, at every encounter with the reader.

Gardenista offers a new channel for brand advertisers to reach a highly engaged and passionate community. As the launch sponsor, Odwalla will partner with Gardenista to promote its “goodness” campaign. The campaign will feature custom editorial content that includes a series of videos and tutorials by Slatalla to promote urban gardening. With this exclusive sponsorship, Odwalla will command 100 percent share of voice across the Gardenista property. It will also have brand ads running across other sites in SAY’s Living and Food channels such as Cupcakes and Cashmere, Design Milk, Food52 and Smitten Kitchen.

“The philosophy and fresh, yet classic look of Gardenista complements the new Odwalla campaign, which is centered around the idea of ‘goodness,’ both within and without,” said Irma Shrivastava, vice president marketing, Odwalla. “With Odwalla and Gardenista sharing a similar perspective, we hope fans of the site will enjoy the ‘goodness’ found within a bottle of Odwalla while feeling inspired to create their own personal ‘goodness’ every day.”

Through its uncluttered layout and thoughtful juxtaposition of relevant content, Gardenista leverages SAY’s social publishing tools to seamlessly integrate social elements and deliver a great experience across any platform, including mobile and tablets. The site's sleek design highlights engaging content and showcases relevant brand advertising. SAY’s Living channel reaches 34 million monthly uniques.


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