IPC Media has closed its upmarket gardening title New Eden because
of poor circulation in the increasingly competitive gardening
The bi-monthly, glossy magazine registered a disappointing ABC of 25,820
in the six months to December 1999. When it launched, IPC hoped the
magazine would get a circulation of around 70,000.
Sophie Jones, the publisher for New Eden, said: ’New Eden has been
suspended since Friday, the last issue (for July/August) is on sale at
She added: ’When we launched last April it was the first real
contemporary gardens magazine. But we weren’t the first to spot that
We don’t think readers are in sufficient numbers for it to be
New Eden’s staff will be absorbed into other departments within IPC.
The magazine’s editor, Tim Richardson, will be moved over to work on
internet development projects.
The magazine, which cost pounds 3.50, was aimed at design-conscious
people in their late 20s to mid 40s who bought home-interest titles. It
was keen to attract advertisers from the lifestyle sector, as well as
the more traditional gardening market. The launch of other gardening
magazines, attracted by the booming gardening market, however, put
pressure on the title, which had hoped to carve out a new niche for
The gardening magazine sector as a whole performed well during the last
ABC figures to the end of December 1999. The overall market was up 1.8
per cent year on year, with titles such as Amateur Gardening from IPC
Media performing particularly well, with a 9.9 per cent year-on-year
The largest circulating magazine in this sector is BBC Worldwide’s BBC
Gardeners World, which remained stable at around 321,670.