Sadovnik magazine: Bringing a Love of Gardening to Russia

When Sadovnik magazine launched in 2005, the challenge was not just to make a beautiful and useful magazine about gardens for Russian readers. "We're trying to make horticulture itself more popular in Russia," says Julia Popova, the editor-in-chief for the magazine, the title of which means "the gardener" in Russian.

The monthly, which has a circulation of 130,000 and has a readership of over 1.1 million, is succeeding in its goal if you look at the numbers. And it holds the No. 5 spot for lifestyle, design and decoration in Russia according to TNS Gallup figures.

The magazine, aimed at both beginners and more experienced gardeners, and even landscape specialists, reaches out toward a growing population of higher income suburb dwellers. "We write interesting, authoritatively and well about everything in the art of landscaping, gardening and country life," says Popova. "We help the reader to move beyond words and get down to business, from the dream of an ideal garden and house to its successful realization."

Popova credits the magazine's success in part to the wide experience of its journalists and experts featured in each issue, and the magazine's modern take on garden design. "Readers find on the pages of our magazine modern lines when it comes to the design and improvement of gardens, the selection and cultivation of plants, all in an accessible but not simplified form," she says. "Which is what gives us our loyal readers."

The magazine has sections covering design, orchards and vegetable gardens, flower gardens, and buildings, and special supplements on topics such as fertilizers or hothouses are included in nearly all the issues that come out during the growing season, from May to October.

Sadovnik is a staple at Russia's garden shows and exhibitions and has a strong presence on the web as well at supersadovnik.ru. There readers can find articles and advice on a range of projects. Since 2010, the site also includes a special section on crafts, which is the online incarnation of the former print magazine Ruchnaya Rabota, also published by Bonnier Publications Russia.

Popova is proud of the success of the magazine, and not just of the big things like the strong readership: "I love it when I meet or call a garden owner to ask him for a photo or an article and find out that Sadovnik is among his favorite magazines."