Gardeners’ World Magazine is publishing a scented cover for the first time in its June issue.
The innovative scented lavender cover is promoting a garden aroma themed issue as part of the title’s Springtime push for extra sales.
It is the first time a gardening title, or a BBC brand has used a scented cover in this way.
The magazine also comes with an A5 bound-in insert card that features three other scents; tomato leaf, sweet violet and a mystery scent for the reader to guess.
Dominic Murray, Publishing Director, said: “Underlying our recent success in print is our willingness to continue to invest in adding value for our audience – this innovative scented issue is a great example of this.
“Our annual Spring campaign is always key to our success, the whole team has worked together on this and I’m delighted with the result.”