The Pohly Company And ECGC Form Publishing Partnership
The Pohly Company and ECGC have developed a premium communications program delivered as a new custom published gardening magazine for select ECGC customers.
The first issue of the full-color, glossy magazine has been mailed to
110,000 customers of three of the consortium’s members. The publication will also be distributed onsite at participating garden centers.
The magazine, Inspirations, will provide ideas and inspiration around interior and exterior design. Customers are chosen on the basis of repeat purchase and membership in the garden centers’ clubs and are primarily female, ages 35-65 with high household income.
The magazine program enables individualized content for each participating garden center member, including a versioned cover. Of the 32-page folio, 16 pages are common content shared by all members and 16 pages are versioned content specifically highlighting content of interest to the customers of each member. The publication is also supported by advertising revenue from manufacturer suppliers to the consortium as well as regional advertisers from each member’s local area.
Astilbe ‘ColorFlash’ Wins International Diploma For Excellence
The International Hardy Plant Union (ISU) of Hillegom, The Netherlands, awarded its diploma for best perennial of 2006 to astilbe ‘ColorFlash’ by Anthony Tesselaar Plants. ‘ColorFlash’, introduced in the United States in 2005, was among hundreds of perennials trialed by the ISU and one of only three to be awarded the exclusive diploma for excellence at the group’s biennial congress.
Every two years the ISU holds an international congress. An important part of the congress is the selection of three perennials slated for diplomas of special distinction based on the ISU’s 1- to 2-year trialing process. The 2006 diploma winners are Heliopsis helianthoides var. scabra ‘Summer Nights’, Penstemon x mexicale ‘Sunburst Amethyst’ and astilbe ‘ColorFlash’.
CCFC Flower Directory Goes Electronic
The California Cut Flower Commission recently announced the launch of a searchable flower database at www.ccfc.org, the official Web site of the California Cut Flower Commission. Users can use this database in two ways. You can search for information about a favorite flower or search to find all the California flowers available during a certain month of the year.
CCFC’s flower database is posted in the “seasonal availability” section of the Web site, or you can directly go to www.ccfc.org/encyclopedia.html.
