SAN FRANCISCO, May 23, 2012 (BUSINESS WIRE) —
SAY
Media today announced the launch of its newest property Gardenista.com,
an online sourcebook for cultivated outdoor living. Former New York
Times columnist Michelle Slatalla will serve as editor of the
publication. An extension of its parent site, Remodelista,
the new site will cover everything from edible and sustainable rooftop
gardening to backyard entertaining and outdoor design. Odwalla
is the official launch partner of Gardenista and will be promoting its
“goodness” campaign through original content and specially designed
online ads.
“Gardens matter. We want to make gardening accessible, the way
Remodelista demystified–while celebrating– interior design,” said
Michelle Slatalla, editor of Gardenista. “We’re uniquely positioned on
the Internet to give readers in-depth coverage in a beautiful,
easy-to-navigate, interactive design. Using SAY’s
social publishing tools, we can also build and easily connect with
our community and really inspire them with quality content.”
Editorial Direction
As editor of the site, Slatalla will oversee the editorial strategy and
development of content, working closely with Remodelista’s
editor-in-chief Julie Carlson to maintain the same balance of high-level
design and attention to detail that informs Remodelista’s coverage of
interior design. Slatalla, a weekly columnist for the New York Times
for 10 years, wrote the popular “Wife, Mother, Worker Spy” column for
the newspaper’s Style section. She is also a former lifestyle columnist
for TIME Magazine, and writes a monthly etiquette column for Real
Simple.
“The launch of Gardenista not only adds a great new property to our
portfolio of Living sites, but we have brought on an incredibly talented
and well-respected editor to develop the new site,” said Troy Young,
President, SAY Media. “With Michelle at the helm, Gardenista will surely
become the premier outdoor lifestyle source for discerning consumers
eager for a better experience online. Its beautiful design leverages the
amazing capabilities of digital and is created to adapt to any screen
size, without losing the integrity of the site across platforms unlike
so many websites today.”
Regular stories featured on Remodelista, such as “Steal This Look,” “10
Easy Pieces” and “Design Sleuth,” will also be features on Gardenista.
The site will also cover the best new gardening tools and outdoor
products, from garden furniture to house numbers and paint colors for
the exterior. The site will also feature gardens to visit all over the
world.
Brand Opportunities
Gardenista offers a new channel for brand advertisers to reach a highly
engaged and passionate community. As the launch sponsor, Odwalla will
partner with Gardenista to promote its “goodness” campaign. The campaign
will feature custom editorial content that includes a series of videos
and tutorials by Slatalla to promote urban gardening. With this
exclusive sponsorship, Odwalla will command 100 percent share of voice
across the Gardenista property. It will also have brand ads running
across other sites in SAY’s Living and Food channels such as Cupcakes
and Cashmere, Design Milk, Food52 and Smitten Kitchen.
“The philosophy and fresh, yet classic look of Gardenista complements
the new Odwalla campaign, which is centered around the idea of
‘goodness,’ both within and without,” said Irma Shrivastava, vice
president marketing, Odwalla. “With Odwalla and Gardenista sharing a
similar perspective, we hope fans of the site will enjoy the ‘goodness’
found within a bottle of Odwalla while feeling inspired to create their
own personal ‘goodness’ every day.”
Through its uncluttered layout and thoughtful juxtaposition of relevant
content, Gardenista leverages SAY’s social publishing tools to
seamlessly integrate social elements and deliver a great experience
across any platform, including mobile and tablets. The site’s sleek
design highlights engaging content and showcases relevant brand
advertising. SAY’s Living channel reaches 34 million monthly uniques.
About SAY Media
SAY Media is a digital publishing company that creates amazing media
brands. Through its technology platform and media services, SAY enables
its portfolio of independent content creators to build passionate
communities around key consumer interest areas such as Style, Living,
Food and Tech. The company provides simple and accountable ways for the
world’s top brands to engage with these passionate audiences, at scale,
with a reach of more than 500 million people around the world. SAY Media
is headquartered in San Francisco, with offices across North America, in
the UK and Australia. For more information visit
www.saymedia.com .
SOURCE: SAY Media
SAY Media
Kristin Mitchell, 415-813-7380
kmitchell@saymedia.com
Copyright Business Wire 2012
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