"Ranting" About Gardening Demographics
Mom will be so proud. I recently received my first ranty mention on the popular gardening blog, Garden Rant. Does that count as another notch towards garden writing success? The effervescently optimistic side of me, if such a side exists, says, "Oh yes!"
Apparently, I made a boo boo by writing, "Most garden magazines stick to the classic gardening demographic, which most popular surveys recognize as older, financially secure females with college degrees and no children at home. This is a good thing (we love our serious, dedicated gardeners), but cultural and economic changes are changing the face of the American gardener. Wilder seeks to appeal to that new face. " in my blog about Wilder Quarterly. It incurred this rant by Elizabath Licata: "So far, the word on Wilder is that it addresses a different audience than that aimed at by the current gardening magazines. That is likely true. What isn't true is the assumption that those magazines were satisfying the "older, financially secure females with college degrees" which is how Wilder horticultural editor Jessie Keith defines the traditional gardening demographic. All generations and all demographics of gardeners want new and exciting content in their magazines."
The good thing is we are both on the same page. Big businesses, mainstream garden magazines included, target demographics based on expensive research and surveys. Every magazine does it, save modest, experimental periodicals like Wilder Quarterly. The question is how are larger garden magazines defining what their most prevalent demographic targets like to read? Most recycle the same dull gardening themes with little divergence, which is a real bore to longtime gardeners and readers. Where's the new content and new perspective? Fresh ideas are in order.
From a writer's perspective I've been disappointed too. Lots of my fresher, more unique garden article ideas have been shot down by mags because their subjects are not "mainstream enough" or "don't fit the demographic."
Either way, I got my rant and won't give it back.
A snippet from BHG showing their reader's demographics.
Apparently, I made a boo boo by writing, "Most garden magazines stick to the classic gardening demographic, which most popular surveys recognize as older, financially secure females with college degrees and no children at home. This is a good thing (we love our serious, dedicated gardeners), but cultural and economic changes are changing the face of the American gardener. Wilder seeks to appeal to that new face. " in my blog about Wilder Quarterly. It incurred this rant by Elizabath Licata: "So far, the word on Wilder is that it addresses a different audience than that aimed at by the current gardening magazines. That is likely true. What isn't true is the assumption that those magazines were satisfying the "older, financially secure females with college degrees" which is how Wilder horticultural editor Jessie Keith defines the traditional gardening demographic. All generations and all demographics of gardeners want new and exciting content in their magazines."
The good thing is we are both on the same page. Big businesses, mainstream garden magazines included, target demographics based on expensive research and surveys. Every magazine does it, save modest, experimental periodicals like Wilder Quarterly. The question is how are larger garden magazines defining what their most prevalent demographic targets like to read? Most recycle the same dull gardening themes with little divergence, which is a real bore to longtime gardeners and readers. Where's the new content and new perspective? Fresh ideas are in order.
From a writer's perspective I've been disappointed too. Lots of my fresher, more unique garden article ideas have been shot down by mags because their subjects are not "mainstream enough" or "don't fit the demographic."
Either way, I got my rant and won't give it back.
A snippet from BHG showing their reader's demographics.
Posted by Jessie Keith at 11/28/2011 11:50 AM 
Categories: uncategorized
Tags: Garden Rant Wilder Quarterly Elizabath Licata Jessie Keith Gardening Demographics New Garden Magazine Wilder Magazine Wilder Gardening Magazine Wilder Quarterly Jessie Keith
Categories: uncategorized
Tags: Garden Rant Wilder Quarterly Elizabath Licata Jessie Keith Gardening Demographics New Garden Magazine Wilder Magazine Wilder Gardening Magazine Wilder Quarterly Jessie Keith
Thanks for being such a good sport and letting me get my little rant in.
Reply to this
No problem. I appreciate a little rant once in a while. Keeps me honest.
Reply to this
That's very funny! Good for you. I want more compelling garden writing and subjects for sure. Isn't that what Wilder Quarterly is about? Wasn't that your point?
Reply to this
That was my point. Apparently, I didn't make it clear enough and was interpreted as a young, upstart garden writer poo pooing the needs older, educated, financially secure women (largely my demographic!). Live and learn.
Reply to this
You're taking it pretty well. I'd be angry if someone misrepresented me that way. You just can't get a break with this Wilder project and you worked so damn hard on it! Kudos to you all around hard working woman.
Reply to this
Thank you for the kind words of support. A boon it ain't, but why cry over someone else's mistake? I'd check my facts before posting a rant about a fellow garden writer, but that's me. Anyway, Elizabeth was gracious and apologetic when I brought it to her attention. On to better, brighter horizons.
Reply to this
Your work in Wilder Quarterly was impressive. Don't be marred by a minor misplaced quip. It doesn't change your accomplishments.
Reply to this
Thank you, thank you, thank you!
Reply to this