Now that it has changed editors at its Parenting group, Bonnier Corp. is shaking the trees at Garden Design, its lushly designed gardening magazine.
Bonnier, better known for its male-skewing titles, has been trying to grow its share of luxury and lifestyle ads. In May, it created a new group under vp Merri Lee Kingsly that includes Garden Design, Saveur, Ski and Skiing. Now, it’s changing the presentation and editorial leadership of Garden Design and moving its offices from Winter Park, Fla., to New York City.
Garden Design has come a long way from its roots as a landscapers’ association title. Still, it’s struggled lately. Ad pages slipped 6.5 percent to 180 through October, and newsstand sales fell 25.5 percent to 11,290 on a total circ of 252,908 in first-half 2010.
With a Jan./Feb. relaunch of Garden Design, Bonnier hopes to mimic its success with the faster-growing Saveur.
To that end, Saveur editor James Oseland will oversee it as editorial director. Running Garden Design day-to-day will be William L. Hamilton, a former New York Times and Martha Stewart Living writer/editor who was named editor in chief.
On the ad side, publisher Kristin Cohen will aim for a mix of shelter, luxury and lifestyle advertising. Garden Design will continue to publish seven issues a year.