Farewell to Flowers Magazine Australia
Saying goodbye to a little magazine with a big heart - and looking ahead to what’s next
Today on the Flowerlogue…
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Sad News
I received an email this morning with news I was hoping wouldn’t come. The next issue of Flowers Magazine Australia (FMA) - the one I’d just submitted 2 pieces for, deadline and all - will be its last. After 105 editions, the magazine is no longer financially viable. I’m so sad. Not surprised, but still… sad.
The editor had been reaching out for feedback for a while, trying to find ways to breathe new life into it. But like so many other print publications, I guess FMA just couldn’t withstand the changing media landscape, decreased advertising revenue, increased competition, and shifting consumer preferences? I thank the editor/owner Allison, for pouring her heart and soul into it.
FMA
If you haven’t come across Flowers Magazine Australia before, it’s been a quiet gem: a bimonthly magazine with a small distribution (around 1,500 copies) but a big heart. It was the most comprehensive publication serving the Australian flower industry, written entirely by volunteers. I had the joy of contributing alongside some incredible regular contributors: Matthew Landers, international award winning floral designer, Rita Feldmann from the Sustainable Floristry Network, Gregory Milner floristry expert, Iman Safi a soil agronomist, Bettina Gollnow from Wildflowers Australia, other guest writers - and me, the newest writer on the block.
The magazine covered everything from profiles on florists and growers to business advice, pest management, botanical travel stories, sustainability, and soil science. It was rich, practical, and beautifully grounded in the realities of the Australian floral world.
Where it All Started
Before I even thought about writing, I would send in photographs of some of my floral work to hopefully be published in the Insta Inspo page of the Magazine. I think I managed 4 all up?
Then, I pitched my first piece in August 2023. I was in Oslo at the time, tagging along on a work trip with my husband. I’d brought a copy of the magazine to read on the plane, and tucked inside was a callout asking for contributors. I hesitated (and hesitated some more), asked a friend what she thought, and she said, “Just go for it - what have you got to lose?”
So I did. I Googled “how to pitch to a magazine,” wrote a CV that had no writing experience, and filled the email with our upcoming travel itinerary and all the botanical treasures I could possibly write about. Just a few hours later, the editor replied saying she’d love to have me. Huh? I could write as much or as little as I wanted.
Was I nervous? Absolutely. Did I know what I was doing? Not even remotely. I had no writing qualifications and no experience. But I started - and I didn’t stop.
Seven editions, one front cover photograph, and 9 articles later, I’ve loved every moment. I’ve had many late, late nights writing. My husband thinks I’m totally obsessed flower fanatic. But writing for Flowers Magazine Australia gave me something precious: a voice. As a new florist, I felt like a nobody. But somehow, saying “Hi, I write for Flowers Magazine Australia - can I take your photo? - can I ask you a few questions?” gave me a sort of legitimacy I hadn’t had before.
Opening Doors
It opened doors. I’ve met well known floral designers like Henck Roling and Kitten Grayson, nearly tripped Monty Don over at Chelsea Flower Show (if that’s something to be proud of?), and interviewed the amazing Sue McLeary, all in the pursuit of an article for FMA. That’s more than I ever imagined when I hit “send” on that first pitch.
So yes, I’m sad. But also optimistic. I do believe that when one door closes, another opens - sometimes with a bit of a shove.
I’ve been thinking about writing other publications such as Florists Review or for an international floral platform like @Thursdofficial on Instagram, and even emailed the editor a few weeks ago to ask about contributing. The only requirement? A good photo of me. Which, hilariously, is where everything stalled. (Fun fact: I also don’t have a website. Why? You guessed it - because it requires a photo of my face.)
When I told my husband, son, and daughter about the magazine folding, they all said, “Why don’t you take it over and run it?” Which is sweet, but also hilarious. I can barely zip a photo folder to send to the editor, let alone run a magazine with advertising, design, business management, and printing. It’s definitely not on the cards - but I was chuffed they even thought it was possible.
Gratefulness
Mostly, I’m just grateful. Allison, the editor, gave me a chance when I had zero experience and a head full of ideas. She gave me space to tell stories, chase down florists, and write about the beauty of flowers in a way that mattered to me. It has also allowed me to repurpose my FMA articles into Substack posts.
If anyone reading this feels the pull to keep an Australian flower and foliage industry magazine alive, the editor/owner is open to discussions. You can reach out to Allison Neale at editor@flowersmagazine.com.au.
Also, if you ever have the opportunity to write about what you are creating, I’d highly recommend it. At first, it’s daunting, but with time and practice you do improve and get faster at it and it’s terribly rewarding.
In the meantime, I’ll be getting that elusive “decent photo” taken, and looking for new places to share my botanical travel and floristry stories - beyond Substack.
And if you hear of anyone looking for a flower travel writer, you know where to find me.
Farewell Flowers Magazine Australia. You were small, mighty, and beautiful. Edition 105, you’ll be the last - but what a gift you’ve been.
Let’s Connect:
Instagram - Cerina Floral Atelier
I hope they can find someone to help keep it going
This always makes me so sad when amazing publications need to close up shop. I am remaining optimistic, though, that something else wonderful will unfold soon.