News from the California Pack Trails

**"Doreen Howard" g*@charter.net**

This is reported by Bill Calkins, editor of Green Profit, a nursery trade 
magazine published by Ball Publishing.  He has been writing an e-letter 
every day last week from the Pack Trials for magazine subscribers.

What I find interesting is the marketing strategy that Proven Winners is 
adopting.
Doreen Howard
------------------
Bill Calkins writes:
"I was excited to see what PW had to offer retailers this year, and I wasn't 
disappointed. There's no way I can cover it all in this e-mail but I'll 
touch on some marketing highlights. Their new media partnership with P. 
Allen Smith is already resulting in some very interesting things. He was 
selected by All You magazine (published and distributed by Wal-Mart) as the 
gardening expert featured in the mag. We all know PW doesn't target chain 
stores, but they're not at all against promotion to 40 million US residents. 
Yeah, 40 million of us shop at Wal-Mart every week, and the magazine is the 
only one sold at the checkout area. PW is also pulling out of national 
gardening magazines this year, changing their focus to regional gardening 
magazines with opportunities to list your garden center on PW ads for as 
little as $300. The company is also launching an ad program in Every Day 
with Rachel Ray (she's the Food Network cooking guru who's making a huge 
splash these days). We learned that that magazine is currently the 
top-selling mag at Barnes & Noble right now - sounds like a perfect avenue 
for hitting our target demographic." 

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