Pith and Vigor is a flesh and blood newspaper and a digital magazine. In its printed form it will be a full color tabloid (11 x 17 inches) sized publication with lots of illustrative art, seductive photography, and quirky creative layouts that celebrate the grit and spirit of gardening. Subscribers will have digital access to every story.
Our quarterly printed newspaper will be available for free (while supplies last) at garden related retailers who advertise in the publication and additionally it will be mailed to subscribers across the country and around the world.
Who is Behind PITH + VIGOR?Co-founder and Editor of the wildly popular Leaf Magazine, garden designer, and author, Rochelle Greayer, is the editor and mastermind behind PITH + VIGOR. Leslie Bunnell (graphic design) and Tom Moran (start-up consultant) as well as a small army of contributing writers, photographers and artists are coming together to produce this publication, and share it with an international audience of garden enthusiasts.
What's In A Name?
“PITH and VIGOR” is thought to be the etymological root of the saying “piss and vinegar”. Where with the latter, we mean that something is a bit of a firecracker, PITH + VIGOR meant something a little different. The PITH, being the central cylinder of the stem, is the essential heart of a flowering plant. It is a source of strength, vitality, VIGOR. You can’t logically have the latter without the former. But if you did have VIGOR without PITH (as the original was perceived to mean) it would be like strength, with an absence of fear or concern. PITH + VIGOR - believing that nothing can stop you.
Why It's Important?
We (the greater gardening community) need a media outlet that shares all the great stories and adventures that are part of an emerging gardening culture in a way that helps build local communities, excites newcomers, and helps nurture and encourage a budding interest in growing and gardening.
PITH + VIGOR will be a garden publication that is real and seductive, and it will celebrate and educate those with dirt under their nails. But we won’t take ourselves too seriously; we are also working satirical and humor stories, personal essays, and garden writing that frankly doesn’t look or sound like garden writing.It will be modern and beautiful and local – because all gardening is local.
You want to know why it’s a newspaper? Because no one needs another magazine in the pile and any gardener knows that there are no less than 50 million ways (we exaggerate...a little) to re-purpose a newspaper. In fact, every issue will feature a clever new way to re-purpose your copy of PITH + VIGOR.
What do you get?
We are grateful for your support - and we don't mind saying so. All financial contributors will be thanked (unless you want to go incognito - we get that too), by name, in our first issue.
Subscribe! - With a minimum donation of $25 you will be subscribed to the first year of PITH + VIGOR (that is 4 issues delivered directly to your door). We also have options for a two year subscription and for delivery to addresses outside of the USA -- pick your preference.
Hearts and Stars! - Contributors at this level will additionally get a taste of how fun growing can be (with the addition of vegetable growing molds). Join us next summer as we use our hearts and stars (you get one of each) vegetable growing molds take our veg to a new levels of silliness. Don't you want to be the first one on your block to bring a heart filled cucumber salad to the street party? We think falafel topped with cuke stars is a great idea for a picnic. Did you know that square, stackable watermelons are the hottest thing in Japanese produce aisles? Vegetables in sorts of strange shapes - we can do this. Maybe you'll share your hearts and stars adventures with us - we bet you can grow other things into these pretty shapes too.
Cultivate Garden Style - A big fall is in store for us! Just about the same time that issue # 1 of PITH + VIGOR is released, Rochelle's debut book, Cultivating Garden Style (Timber Press, September 2014) will also be making a big splash. Just like PITH + VIGOR is a newspaper without equivalent, this is a gardening book like no other. This book will help you create a garden that perfectly suits your style and will surely be a reference for years of garden making to come. (wanna know more about the book? -- check out the trailer here). Your donation gets you the book (personally inscribed by Rochelle) as well as your P+V subscription delivered right to your door.
Advertise in PITH + VIGOR - We have a full suite of options for anyone who would like to advertise their garden business in PITH + VIGOR. The lowest cost option is a listing in our community marketplace and then there are lots of choices for bigger spaces too. Our first issue will have a minimum distribution of 10,000 - and we will grow from there. You must run your ad within the first three issue (i.e. before May of 2015). You aren't ever going to see ad prices this low again...so if you want to get a rock bottom rate, now is the time! If you need help designing something we can help you with that too (but that's not included).
Design Services - Before being an author-newspaper-magazine-maker, Rochelle was (and still is) an award winning and practicing garden designer. There are two levels of donation that get you her custom services. The Planting Plan option is a custom planting plan for your garden that includes every plant and where to put it to help you have a garden that is perfectly suited to you (you will need to help coordinate the communication of details of the garden, size, placement, conditions etc. as this does not include a visit to the garden). The Full Design service includes the full package - Rochelle will come to your home (anywhere in the USA) and render a complete design for your garden (including an overall plan with all special features, hardscaping, plants, furniture selections and lots of fun details to make your garden a uniquely special place). She will work to your budget, but you are responsible for the costs to build it.
What will the money do?
Your support will cover the cost of printing and distribution and some of the start-up costs so that we can afford to make this inspiring publication! With growing subscriptions and support from related businesses, we plan to be a long-term sustainable and profitable business.
Here's how we'll spend the $12,000:
$480: Indiegogo takes a 4% cut
$3,500: Graphic Design and Layout (per issue)
$3,700: Printing here in New England for issue #1 (10,000 copies)
$1000: Distribution. Shipping 10,000 newspapers to individuals and locations isn't free. We'll also be delivering a lot of these in person. (ROADTRIP!!)
$3000 Content - Our contributors are smart, generous, and wonderful people, but they have to make a living too.
$1,500: Software and Website upgrades. We need real tools to solve real scalability needs and these aren't cheap. Building a web-hub for gardeners takes time and money. Luckily we have some experience here.
$500: Paying for some of those rewards we're offering. Books, and plane tickets and super cool cucumber molds cost actual money!
** We know this actually adds up to more than $12,000 (It's $13,680 if you want to be precise) but we're chipping in too....and we hope this campaign will go better than we can possibly hope for!
A media outlet that aims to help an emerging and growing community find its voice and bearings so that it can flourish, helps everyone.
Readers will be inspired, encouraged and entertained. Business partners will participate in and invest in a much needed resource that promotes the industry and in return promotes their business. You need only to look at some of the same inspirations we look to. The Edible Publications have been one of the main catalysts for a burgeoning local food culture and likewise we hope to do the same for a growing garden culture, our supporters and readers.
Collectively our team has a proven track record of launching magazines that quickly grow to reach millions of readers, designing gorgeous and artistic publications, and launching successful businesses.
Risks & Challenges
Once the PITH + VIGOR newspaper is launched, the challenge will be to grow it and build out our website hub. We will need to continue to expand our subscriber base and we will need to constantly widen our circle of business relationships. We will also need to continually seek and produce the best stories around. Over time we will be recruiting regional editors to help us increasingly localize the publication and our plan is to tackle one region at a time.
Our ultimate goal is to have PITH + VIGOR distributed to anyone who wants it (by mail with a goal of at least 10,000 subscribers by the end of the first year) and to make it available through all the best most interesting independent retailers and garden suppliers across the country (though we are happy to send them internationally too!). Our existing database of retailers that has been built through Rochelle's long and varied industry career is extensive, but we are always interested to hear from you about your fabulous garden related business.
We will leverage relationships and contacts made in our past jobs to promote and build PITH + VIGOR.
Other Ways You Can Help
If you can't contribute financially, there are still ways that you can help support this campaign!
- Post a link on your Social Media platforms to get the word out to your contacts
- Use the Indiegogo share tools!
- Get in touch and let us know if you have any creative ideas, shops, makers, gardens, gardeners or stories we should be writing about!
Thank you, Thank you, Thank you! ~ Rochelle, Leslie & Tom