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Immediate Media Co. title Gardeners’ World Magazine chooses lavender fragrance

Posted by: Celloglas

Date added: Wed 20 Jun 2012

Immediate Media Co. title Gardeners’ World Magazine has featured scratch and sniff on the front cover of their June issue. This lavender fragrance finish was applied with a gloss UV varnish in one pass of the Cellocover service at Celloglas, a leading UK print finisher.

Immediate Media Co. title Gardeners’ World Magazinehas featured scratch and sniff on the front cover of their June issue. This lavender fragrance finish was applied with a gloss UV varnish in one pass of the Cellocover service at Celloglas, a leading UK print finisher.

Priced at £3.80, Gardeners’ World has used the innovative scented lavender cover to promote a garden aroma themed issue as part of its spring time push for extra sales. It is the first time a gardening title, or a BBC brand has used a scented cover in this way. Readers can rub the middle section of the lavender image on the cover, releasing a pleasant lavender fragrance.

According to Koli Pickersgill, Group Production Manager “ We looked at a few different lavender fragrance options and we choice this one because it smelt very genuine and pleasant. Using the Cellocover service at Celloglas meant that we could complete the job within our tight production deadlines, we are very happy with the result.”

Spring time is of vital importance to Gardeners’ World Magazine and for the sector as a whole, recording 40% of annual business in the three peak months of the gardening season. The gardening title has been outperforming the overall magazine market following a re-launch last year reporting a 2 per cent year on year uplift in the most recent ABCs [216,620 Jul-Dec 2011]. Advertisers in the June issue include John Deere, Nissan and Honda.

Steve Middleton Sales Director at Celloglas Commented “ Fragrance is a fantastic way to encourage interaction from readers. We used the Cellocover service for this cover, which twin coats at 15,000 sheets per hour, making fragrance a real option for magazines with a large circulation like Gardeners’ World.

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