Fixa, new spin-off to Allt om Trädgård

Those who enjoy gardening have just received another guide to help them along the way, Fixa (Fix It Up), a sister publication to the Bonnier Tidskrifter gardening magazine Allt om Trädgård (Everything Garden). Fixa will be published four times a year. The first issue is a summer special: Fixa Sommar.

Editor-in-chief Viveka Ljungström says Fixa will "infuse the traditional decorating magazine with gardening, seasonings with recipes, and do-it-yourself articles."   

 "Gardening in Sweden is growing, and there is room for more titles. I have long thought about expanding the Allt om Trädgård family with a magazine that treats the garden more like a room of the house to be decorated, remodeled, and arranged above and beyond cultivation and plants. We started working on the new magazine last summer, and it's very fun to launch the first issue now!"

The strategy is to complement Allt om Trädgård, says marketing head Christine Pröjtz. Advertisers have also taken hold of the idea:

"We have sold advertisements according to budget and expect an increase in the number of advertisements in coming issues and during the year. There have been several one-shots about gardening from other publishers this spring, but we, as the market leader, thanks to Allt om Trädgård, obviously have an advantage such that we feel comfortable heading into the fall and winter, and next year," says Pröjtz.

Fixa has been marketed primarily via Allt om Trädgård on both its website and in its print edition. The goal of 1,600 subscribers has been well-surpassed - almost 4,000 subscribers from the start who received their first issue last Friday.

"We're crossing our fingers about newsstand sales!" says Pröjtz.