NEWEDEN: AN EXPERT’S VIEW - It’s for urban professionals with a patio, but plant lover Tess Alps adores neweden

Any gardening title without ’gardening’ in its masthead inevitably sounds a bit rum to a gnarled old gardener like me. I’m only just getting over the shock of Gardens Illustrated when along comes neweden (sic), offering similar garden pornography but this time created by voguish names like Stephen Woodhams and beautifully art directed for the next millennium by Michael Lyons.

Any gardening title without ’gardening’ in its masthead inevitably

sounds a bit rum to a gnarled old gardener like me. I’m only just

getting over the shock of Gardens Illustrated when along comes neweden

(sic), offering similar garden pornography but this time created by

voguish names like Stephen Woodhams and beautifully art directed for the

next millennium by Michael Lyons.



To be honest, Campaign didn’t need to ask a Royal Horticultural Society

member like me to review it because I doubt very much that I and fellow

plant enthusiasts are the target market. We’re talking World of

Exteriors here, outdoor rooms and garden installations.



The subject matter is everything the design-conscious urban professional

could expect: patios, pots, decking, pebbles, roof gardens, window-boxes

and herbs. There’s a distinct lack of information about black spot,

aphids, pruning, heeling in or double digging. Even plants get squeezed

into a very few pages.



Neweden has pulled off a bit of a coup by bagging the practically

canonised Christopher Lloyd to write a regular column for new gardeners.

The first issue has articles on Venetian courtyard gardens, the Columbia

Road flower market and growing the latest designer salad leaves.



It would be easy to sneer but I love this. It has so little overlap with

the other gardening titles that I predict neweden will become a part of

my repertoire.



Has it found a marketable niche? Well, 50 per cent of the people who

work with me have just bought a property. One of their motivations is to

have a bit of brown earth and blue sky they can make into their own

private paradise.



Neweden is only aiming for a circulation of 30,000. I reckon there are

more than enough punters just in Islington, Fulham, Chiswick and, yes,

Mapesbury, who’ll be coughing up for this.



Tess Alps is executive chairman of Drum PHD and has difficulty keeping

her fingernails presentable.



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