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SAY Media launches Gardenista, online mag for outdoor living
May 23, 2012

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.”
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.
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.”

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