Garden Escape heads into print

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Web gardening retailer Garden Escape, Austin, Texas, is partnering with Primedia Special Interest Groups, New York, to produce Garden Escape, a magazine hitting the newsstands March 8. Primedia is distributing 350,000 copies of the first issue in garden centers, Home Depot and book stores across the country.

The magazine will have cross-references to the Web site, where readers can create customized gardening information. ''It's a seamless integration of commerce and content,'' said Cliff Sharples, president-CEO of Garden Escape, noting that every product mentioned in the magazine will be sold on the site.

Advertisers in the first issue include Nikon, Farmers Insurance Co. and Yahoo!.

Garden Escape is also launching its first major ad campaign created by agency of record McGarrah/Jessee, Austin, Texas. The estimated $4 million to $5 million campaign breaks March 1 and includes national cable TV, print, radio and online. Direct Partners, Los Angeles, is creating a direct response campaign.

Copyright February 1999, Crain Communications Inc.

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