ABSTRACT
This chapter looks at John Loudon's aims in the context of technological change in the production of print, and the strategies he developed to maintain and increase readership in the face of the restraints on discourse, taxes on knowledge, and ideologies of gender, class and religion. His drive to refigure the gardener as a professional through the development of science and aesthetics parallels his desire to refigure the British nation as secular and socially fluid. The longevity of the Gardeners Magazine suggests that Loudon's editorial strategies were generally effective. The chapter also charts the competition the horticultural periodicals that existed before and after the Gardeners Magazine. It demonstrates that the diverse responsibilities of editors for the content and aesthetics of their journals, related commercial transactions, and ideas about their intended publics shaped their periodicals for the marketplace. According to the Encyclopaedia of Gardening, the orangery is the green-house of the last century.
