Garden Escape Inc., an online retailer of gardening products, information and services, launched an online advertising network for the home and garden category.
The Garden Network brings together four gardening Web sites, creating a single channel for access to a demographic that is 70% female, 30% male, between the ages of 35 and 50, married homeowners with a household income of $65,000 and higher.
The Garden Network offers ad space on one or all four of Garden Escape’s online properties, including Garden.com, Virtual Garden (recently acquired from Time Inc. New Media), Dig the Net and Horticulture Magazine Online. The sites claim 12 million impressions per month.
“With The Garden Network, advertisers can benefit from all we’ve learned about the online home and garden category, as well as our highly desirable online demographic,” said Julie Carman, director of advertising for Garden Escape. “And by bringing these four Web sites together under one advertising roof, The Garden Network not only offers advertisers the convenience of one channel, but the power to reach upscale baby boomers while building brand loyalty earlier, and specifically tailoring their campaigns to guarantee that their ads are seen and by the appropriate audience.”
Managed by Garden Escape at the company’s headquarters in Austin, TX, The Garden Network will be powered by NetGravity. Regular rates range >from $18 CPM to $50 CPM, although the company is currently offering advertisers introductory through Dec. 31 at 20% off the rate card.
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