Opinion: It’s A Fine Time To Refresh American Vegetable Grower Magazine

David Eddy


Regular American Vegetable Grower readers likely noticed something different about this issue. Our cover logo has grown taller and thinner. I’d say it’s a new look, but for longtime readers, it’s actually more of an old one.

In fact, it looks very much like the cover of an AVG issue from 1968 I recently saw on eBay. This issue’s logo looks rather similar. A colleague tells me this approach is in vogue, to brush off old-school logos and use them today.
I like it. I don’t know ’60s culture well, but I know enough to know there was a British model named Twiggy, who made tall and thin, well, in.

The logo has gone through a number of revisions through the years. It’s only natural in a world where nothing stays the same, and the only certainty is uncertainty.

Opinion: It's A Fine Time To Refresh American Vegetable Grower Magazine[Click on the image for a larger version]

In addition, AVG appeals to all ages. If you’re a 20- or 30-something reading this, I’d be willing to bet that your father, and maybe your mother, did too. Things that link generations, like baseball, are all too rare.

Notice the little tweaks. You’ll see some other changes too throughout the magazine. Most of them are very minor, including the way we’ve modernized some of our sections, such as the “Greenhouse Insider.”

The only other change of any significance will greet you when you turn this page. We’ve replaced the VegWire page with GroundLevel, which offers some additional features such as the “Blast From The Past” section where we reached back into issues of yesteryear for some interesting tidbits. Check it out. We think you’ll like the new vertical look much better.

On the whole, I think our new lean look better reflects our mission: to provide you with information to help you grow your business.

Do you like it? Let me know your thoughts.