Garden & Gun to Launch as Southern Lifestyle Magazine
Targets Affluent Southerners with High Aspirations
CHARLESTON, S.C., Feb. 20 /PRNewswire/ -- Garden & Gun launches in April 2007 as a lifestyle magazine reflecting the modern lives of affluent Southerners and those who aspire to the sporting life of the South. The new title celebrates Southern heritage and history while appealing to a much broader audience with a cool tone, elegant design and contemporary approach.
The magazine, from Evening Post Ventures and Evening Post Publishing Co. -- owner of The Post and Courier, the South's oldest daily newspaper -- speaks to both men and women for whom outdoor activities are more than just hobbies, but the centerpieces of a luxurious lifestyle and subjects worthy of the highest intellectual pursuits. Garden & Gun draws its unusual title from a popular club of the same name, which operated in Charleston from 1978 to 1985, and still remembered fondly by many city residents.
Garden & Gun was created by Publisher Rebecca Darwin, previously publisher of The New Yorker and Mirabella and marketing director of Fortune, and by Editor in Chief John Wilson, a driving force behind the launch of Charleston magazine and Kiawah Island Legends Magazine.
"We aim to be more upscale, more targeted and more niche than older, mass-audience titles like Southern Living," says Darwin. "Our reader is someone who enjoys the outdoor life -- the men and women who aspire to the traditions of the sporting lifestyle. They will typically be in their 30s and 40s, affluent, well-educated and lead active lives."
Garden & Gun's premiere issue will appear on newsstands in early April with a $4.95 cover price. Four additional issues follow in 2007 -- Summer, September, October/November and December/January. Frequency will increase to 10 issues per year in 2008.
Circulation at launch will be a paid and complimentary mix of 150,000, which will be converted to fully paid and will increase to between 350,000 and 400,000 in five years. Initial distribution is set for major newsstands throughout the Southeast, and national distribution through national bookstore chains, along with airport distribution and national Northeast newsstands chains. In addition, about half of the distribution will be via highly targeted mailings to affluent zip codes in select cities and suburban areas of the Northeast and elsewhere.
Garden & Gun's growth potential, combined with a readership featuring a slight male skew and a household income of $100,000+, has attracted premiere-issue advertisers such as Firefly vodka, Greenbrier Hotel, Hermitage Hotel, Kiawah Island, Mansion on Peachtree and the National Fish and Wildlife Foundation. In addition, Garden & Gun is expected to appeal to numerous well-known, high-end fashion brands that broadly seek affluent, sophisticated audiences and to niche brands offering an elegant vision of the travel and the outdoors.
The debut of Garden & Gun marks the launch of a regional magazine publishing company with brand platforms that extend to online, television, books and even retail. Chairman Pierre Manigault, the fourth-generation family member to head Evening Post Publishing Co., intends to introduce new initiatives in magazines, real estate and digital publishing.
"Our new ventures are key components of a strategy that will take us far beyond our traditional businesses and will establish Evening Post Publishing Co. as a growing regional player in exciting new media," says Manigault. "Garden & Gun is the first in what will be a stable of targeted, upscale, Southern magazines. We are fortunate to have a talent like Rebecca Darwin overseeing their creation."
Manigault also notes that Garden & Gun's message of conservation and preservation is especially important to him and his family. "Saving our natural environment is of the greatest importance to us and to The Post and Courier Foundation for Conservation," he adds.
About Evening Post Publishing Co.
Evening Post Publishing Co. is the privately held owner of The Post and Courier, the South's oldest daily newspaper, published continuously for more than 200 years in Charleston, S.C., where the company is headquartered. It is also the owner of 14 newspapers in the United States and Argentina, 13 television stations and large tracts of forest in South Carolina.
Source: Evening Post Publishing Co.
CONTACT: Kent Holland, +1-202-327-5459, for Evening Post Publishing Co.