MEDIA: MEDIA CHOICE; Garden magazines

Tess Alps Managing director PHD Bigtime

Tess Alps Managing director PHD Bigtime



I know my media choice should be something electronic and innovative and

interactive. But an honest examination of which medium generates the

most overwhelming desire in me to immediately write out cheques forces

me to choose glossy gardening magazines.



Yes, paper and print, ancient technology and I love them.



I am not talking about any old gardening mags here of course. I mean the

exquisitely photographed, aspirational and sensual ones that are about

as far away from the leek-growing end of the market as Vogue is from

Woman’s Realm.



This approach to gardening can be summed-up as ‘World of Exteriors’ and

requires just as many hideously expensive props to bring it to life.



While it’s true that most magazine readers are as interested in the

advertising as the editorial, I can’t think of a better demonstration of

editorial bringing the advertising propositions to life.



As you reel in shock from seeing the the price of a hand-built cedar

gazebo with reclaimed clay tiles, you then see a spread featuring a

similar-aged structure in situ in a vast landscaped Herefordshire

garden, and the price suddenly seems eminently reasonable.



Probably because you think the beautiful Herefordshire garden comes

thrown in.



How could I ever have bought that tacky production line terracotta pot

from B&Q when what I really needed was a handmade pithos from Crete?



This effect extends to cover not just plants, tools and garden

paraphernalia but all the other ingredients which make up a gracious

lifestyle: furniture, clothing, cars.



Readers like me find themselves mentally dumping their existing cheap,

vulgar, mass-produced models, while sending off for brochures full of

the echt versions.



Perhaps I should admit these gardening mags would be the worst place in

the world to sell slug pellets. After all, slugs wouldn’t dare enter

gardens like these.



However, a mystery remains. These magazines are screaming out for a

category of advertising that is largely absent. Namely property ads.



Seeing other people’s rolling acres full of lush vegetation is the best

way to set me ringing the nearest estate agents to see if I can afford

to swap my humble corner of Kilburn for a more leafy pile.



So now you understand why, for me, reading glossy gardening mags is

about as expensive a pursuit as you get.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message