Garden & Gun Magazine
‘Talk of the South’

“Did you see this?” In the ongoing email conversation among all of us, this simple line probably opens more person-to-person messages than any other. And yet so few publishers seem to grasp how the email platform has this

discrete function as a kind of P2P publishing network. Garden & Gun magazine gets it. The brand’s twice-weekly “Talk of the South” e-newsletter feels more like a friend who thinks you “just gotta see this.” The editorial aim of the newsletter is to hunt out some of the most interesting stories and things about Southern living. Whether it is a bacon-of-the-month club or where to get the best late-season oysters, the publication is the perfect expression of a pass-along medium.
But G&G has formalized the approach into a series of email franchises within the publication: Go South, Good Eats, G&G Style and Goings On. The presentation is polished and straightforward. An oversize magazine-like image introduces each number of the email newsletter, short synopses of the topic and an invitation to drill into the details at the main site. The structure, voice and content are designed for the email medium rather than shoehorned into it from other media.
G&G doesn’t repurpose stories for the e-letter but sees this platform as a distinct channel that deserves its own editorial sensibility and design treatment. The email newsletter links have been known to send so much traffic to unsuspecting e-commerce vendors that it’s burned a few servers and saved a few small businesses.

Honorable Mentions:

Men’sHealth.com – MensHealth.com Newsletter: Rodale understands that the intimate platform of email is one of the best ways to make its major franchises personal and top-of-mind with readers. The magazine brand of Belly Off! and Eat This, Not That uses the in-box to make conversations out of franchises.

American Institute of Certified Public Accountants Career Insider: The monthly e-letter to 105,000 CPAs enjoyed a 497% growth in click-throughs from adding video screenshots and links to multimedia, demonstrating that even the buttoned-down audience of accountants likes to mix up its media consumption.

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Garden & Gun Magazine
‘Talk of the South’

Honorable Mentions: