Garden Design 2009 Presentation

presented by

Garden Design Magazine

Laurie Sanders

Account [email protected]

www.gardendesign.com

407-571-4541

The Magazine of Exterior Design

FRESH The latest news in exterior design.

PLANT PALATE Focuses in on a plant species as a design element.

STYLE Editors highlight fashionable garden elements.

SWATCH WATCH A revealing look at the latest in luxury fabrics.

GARDEN GOURMET What’s new and popular in outdoor kitchens.

GROUNDBREAKER Intimate portraits of the icons of exterior design.

LANDSCAPE Public spaces shaping the way we experience life outdoors.

LIVING GREEN Earth-friendly trends, ideas & products for the garden.

ON DESIGN Q & A with top landscape architects & exterior designers.

DEPARTMENTS


Guaranteed circ (per issue): 250,000

Seven issues per year

Single copy cover price: $5.99

One of the highest cover prices in the shelter category

Annual subscription price: $23.95

Subscriptions: 91.9%

CIRCULATION2009


Rate Base 250,000

Female 73.8%

Married/Living with Partner 85.8%

Median Age 54.5

Attended College 93.3%

Median Household Income $189,000

Median Total Asset Value $1,298,000

Median Value of Primary Residence $551,000

Owns Home 98.5%

Own 2+ Homes 36.4%

GARDEN DESIGN readers are affluent, educated and successful. They view their homes – both indoor

and out – as a creative expression of self.

Source: Garden Design 2007 MMR Affluent Subscriber Study.

DEMOGRAPHIC OVERVIEW2009


EDITORIAL CALENDAR2009

HOT TROPICS January/February Explore the world’s most lush and beautiful spa gardens; live the Bali dream in a Made Wijaya garden; come with us as we delve into Sao Paulo, Brazil’s exotic landscape design scene.

SPRING STYLE MarchModern outdoor rooms in Vancouver, Santa Fe and Sonoma; the ultimate guide to chic new planters – and grasses of every color and texture to pair with them; outdoor entertaining in Malibu; a beachside garden party; and in-depth coverage of how climate change is impacting American gardens.

EXTERIOR DÉCOR April The ultimate outdoor cocktail party in a Bay Area garden; poolside in Rio – high style in the garden; live the Bali dream in a made Wijaya garden; and snake plants—the new varieties—indoors and out.

CLASSIC BEAUTY May Garden graduation party in a sophisticated new Jersey garden; a French agapanthus garden with hot new varieties; a modern sculpture collection on a Pennsylvania estate; luscious roses, elegant water features and amazing stone work in a classic Italian garden.

OUTDOOR DINING & ENTERTAINING July/August A chic rooftop garden in Miami outfitted with outdoor spa, dining room, kitchen and living room; the new Southern hospitality…an Atlanta dinner party in a contemporary garden; and the Rudd Winery opens its garden gates for a celebration in the vineyards.

AWARD WINNERS September/OctoberThe first annual Green Awards – our editors’ picks of the top eco-friendly projects!

GARDEN HOLIDAY November/DecemberTabletop floral arrangements from our favorite modern florists; gardens in the snow; top ten gifts for garden lovers; and a holiday celebration in a tropical Hawaiian garden.


Garden Design’s Green Market reaches more of the customers you want than any other publication. Its highly affluent readers use their large discretionary incomes on their passion –outdoor living.

By advertising in the Green Market, you are marketing your company to 917,000 potential customers and surrounding your company in a trusted and loved environment.

Green Market is the response mechanism for Garden Design. This section highlights a variety of companies, turning the magazine into a useful and trusted resource for the professional as well as the consumer.

Green Market is more than just a printed section in the number one magazine of its kind, it is the buyer’s guide.

Green Market is a campaign, by combining your in-book ad with the online reader’s service, generating leads. With a Green Market presence, you can truly impact some of the most sought-after customers in the U.S. – Garden Design readers!

GREEN MARKET BUYER’S GUIDE2009

NEW! Greenmarket’s Formatted Section

Capture the attention of our affluent readership through this high-style formatted section displaying

your product in an easy-to-read, eye-catching design.

ISSUE CLOSING DATE MATERIALS DEADLINE ON SALE

January/February November 24 December 1 January 20

March January 2 January 6 February 24

April February 6 February 10 March 31

May March 6 March 10 April 28

July/August April 23 April 27 June 16

September/October July 10 July 14 September 1

November/December September 3 September 8 October 27

ISSUE DATES2009



PROGRAMS &

PARTNERSHIPS2009

American Society of Landscape Architects (ASLA)

The Cultural Landscape Foundation (TCLF)

New York Botanical Gardens

Chicago Botanic Gardens

The Garden Conservancy

Royal Oaks

The LA Arboretum

San Francisco Flower & Garden Show/Northeast Flower & Garden Show

The Chicago Merchandise Mart

Green Awards (Garden Design sponsored program)

Project Evergreen

Oasis Awards (Kalamazoo Outdoor Gourmet sponsored program)


The highest read consumer

publication by the American

Society of Landscape Architects

(ASLA),

in which 18,000+ landscape

architects are members.


The only exterior design

magazine focused entirely

on the creation of outdoor

spaces.


TREND REPORT2009

Exterior design is THE HOTTEST consumer shelter trend. Economic, geographic and psychographic conditions have all aligned to create the perfect environment for investing in outdoor spaces.

Virtual Technologies Make More Leisure and Productive Time OutdoorsWireless technologies and the cell phone have turned the outdoors into a virtual office and communication zone. As it is no longer necessary to be tethered to the indoors by a wire, the option to spend more time in the outdoors is an attractive one. If there are more options to spend more time outside, investing more in exterior design is a more practical solution than ever before.

Population Shifts to Favor the Outdoor Living LifestyleGeographic migration driven by baby boomer retirement to primarily sunshine and west coast states, results in massive increases in outdoor time, and outdoor entertaining. The U.S. Census says this migratory trend will continue until 2016.

Consumers Want Green and Eco-friendly Living SolutionsConsumer spending on “green” will double in one year and reach $500 billion in 2008, according to the 2007 ImagePower Green Brands Survey. A well-appointed garden space is the ultimate in green living.

Rising Energy Costs Make Outdoor Rooms EfficientThe Wall Street Journal went on to recognize that rising energy costs are helping to fuel the outdoor living boom. Due to rising energy costs, consumers are actively redesigning outdoor spaces and, in doing so, adding valuable square footage to a home’s living area.

A Well-Designed Outdoor Room Increases Home ValueAccording to the National Association of Realtors “2007 Remodeling Cost vs. Value Report,” the creation of a well-planned outdoor room is listed as one of the top four home improvement projects that significantly add value at the time of resell.

Architects See Dramatic Increase in Popularity of Outdoor Living SpacesAccording to the AIA 2006 Home Designs Trends Survey, almost two-thirds of architects reported an increase in demand for outdoor rooms, outdoor kitchens, patios, and decks, a dramatic increase from just one year ago.

Landscape Architecture Continues to Grow in Career OpportunitiesAccording the U.S. Department of Labor, employment of landscape architects is expected to grow faster than average compared to all occupations through the year 2016. The development and design of green spaces for both lifestyle and ecological reasons has necessitated this growth.

Accountability: Magazines Get Results

Magazines Lead in Driving Web Visits and SearchesIndependent research shows that magazines rank first

in influencing consumers’ behavior on the web

Marketers’ Rating of MediaEffectiveness at DrivingWeb Traffic*

Magazines

26%

Broadcast TV 18%

Cable TV 16%

Newspapers 14%

Radio 11%

Outdoor 8%

Other 7%

Base: 160 marketing executives*Advertiser websites, online promotions/offers or other web-based marketing sitesSource: American Advertising Federation (AAF), 2006

Media That InfluenceConsumers to Start a Searchfor Merchandise Online

Magazines 47%

Broadcast TV 43%

Newspapers 42%

Cable TV 35%

Face-to-Face 33%

Radio 29%

E-mail Ads 28%

Online Ads 25%

Outdoor 11%

Online 8%

Blogs 7%

Base: U.S. Adults 18+Source: BIGresearch’s Simultaneous Media Survey (SIMM 9) for Retail Advertising and Marketing Association (RAMA), 2007


PURCHASING HABITS

More than 70% of GARDEN DESIGN subscribers purchase their garden supplies and materials from large retail chains.

Home improvement materials 86.2%Average amount spent $2,906

Major home remodeling 43.4%Average amount spent $5,333

Remodeled, purchased, specified products andmaterials for outdoor spaces in the past 12 months69.7%

Average amount spent $9,701

Source: 2007 MMR Affluent Subscriber Study


INFORMATION & INVOLVEMENT

More than 87% of subscribers say they get their information about the garden and outdoor-related subjects from GARDEN DESIGN.

Involved in all aspects of garden space 70.2%

Recommend or influence others on apurchase of garden/outdoor related products 86.5%

Entertain in outdoor room or garden 78.8%

Source: 2007 MMR Affluent Subscriber Study


INFLUENCING DESIGN

GARDEN DESIGN is the leading publication focused on exterior design through all relatedelements including landscape, hardscape, furniture and décor.

GARDEN DESIGN provides inspiration for home-owners seeking to connect their interior design style with their outdoor living areas in a seamless expression of themselves.

GARDEN DESIGN promotes an understanding of the creation, maintenance and use of living spaces for entertainment, relaxation and personal expression.

GARDEN DESIGN has become the “must-read” for top designers, industry leaders and sophisticated consumers


Garden Design invites you to partner with us. Wrap your brand within the pages of the

leading magazine covering the hottest trends in home and garden, and reach the affluent

consumers and design professionals who are driving the marketplace.

We are excited about our new re-design and our continued dedication to the reader and to

our partners in providing forward thinking ideas in an ever evolving industry.

As your representative, It is my desire to strengthen our relationship, and help you increase

your market within Garden Design magazine.

Sincerely,

Laurie Sanders

Account Representative

Self Improvement

Garden Design 2009 Presentation