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Waitrose launches gardening magazine for customers
Waitrose is launching its first gardening magazine for customers as it looks to build its share of the horticulture market.
The 132 page magazine, called Waitrose Garden, is the first issue in a seasonal series, with issue two following later this year. The magazine will be available for free to all myWaitrose members.
Waitrose said the magazine has been designed to be both inspirational and practical. The main section focuses on different types of “magnificent” gardens with each garden accompanied by a shopping spread for customers to recreate the look themselves, with recommendations from waitrosegarden.com.
This section also features advice and recommendations from popular writers, editors and presenters, which in the first issue includes Simon Calder, Julia Bradbury and Waitrose Good Food Guide Editor, Liz Carter.
The second part of the magazine is a smaller 24 page pull-out edited by Alan Titchmarsh which offers expert tips, advice and step-by-step projects for customers to try at home.
Rupert Thomas, Waitrose marketing director, said: “We know that gardening is the second most popular pastime for our customers after cooking, so this represents a real opportunity for our brand. Waitrose Garden is full of varied and captivating content, so whether the reader is new to gardening or a long-term enthusiast, we hope that it is a magazine they will enjoy.”
As well as the new gardening title, Waitrose also produces Waitrose Weekend, a free newspaper with a weekly circulation of nearly 400,000 readers; Waitrose Food, the supermarket's monthly food magazine; and Waitrose TV, the brand's online television portal.
Waitrose has seen a 13% growth in outdoor plants in the past year, with perennials up 40% and bedding plants up 24%.