Organic Gardening Ramps Up Food Content

Rodale’s Organic Gardening will considerably increase its cooking-related content as it seeks a greater helping of food and healthy lifestyle–related ads.

The changes under editor Ethne Clarke will start with the Feb/March issue out Jan. 5, when the bimonthly also will switch to a new design, bigger trim-size and heavier paper stock. The 67-year-old bimonthly, which used to publish its issues during the growing season, also will now space its issues evenly during the year in line with how advertisers buy.
“This enables us to really broaden the group of advertisers who come into Organic Gardening, but [also] really tap into what’s going on in the marketplace,” senior vp, publisher Mary Murcko said of the content changes. “We, especially women, want to take care of our families, live a healthy lifestyle. This enables us to show them how to do it. For advertisers, it makes it a robust environment for them.”
While small in terms of ad pages, OG has been a rare bright spot among magazines. Its pages were flat at 202 in 2009, when the overall industry declined about 21 percent (per the Mediaweek Monitor). The Feb/March issue carries 46 pages, including new advertisers Domino Foods, Clorox’s Fresh Step, up about 17 percent versus the year-ago issue. OG title also will increase its rate base by 5 percent in 2010, to 275,000.