The glossy lifestyle magazines are the ones you’ll want to be targeting if you’re selling something beautiful, useful and innovative. This could be a kitchen gadget, range of cushions or a new fitness product. There are a number of ways to get your product noticed by editors and journalists. Here are a few tips for getting your product into magazines.
Do your research
Don’t just contact the basic editor@ email addresses of the magazines you’re targeting. Do you research and find out which member of staff would be most interested in your product. The easiest way to do this is by looking through the magazine. Most glossy mags will have a section hear the front that lists the editorial, advertising and production staff.
Once you have the names it’s pretty easy to work out the email address you need. For example, all IPC titles are firstname.lastname@example.org. If you can’t find a basic structure. call the switchboard and ask to speak to that journalist. You’ll be able to create an initial rapport with them before sending over the details of your product.
Journalists are busy people and it might be that you catch someone on an off day. If they are short with you just be polite and follow up in a few days. A lot of journalists would prefer you to send an email in the first instance and then follow up with a call.
Again, because journalists are busy people, it might be that they’ve received your email but haven’t got around to emailing you back for further information. It also could be that they never saw the email. A quick follow up email will give you the opportunity to know where to go next. If the email was never received, send it again. If the journalist is interested but need information, send it.
The easiest way to get journalists drawn in is with beautiful imagery. They want to write about products that will look beautiful on the pages of their magazine. If you can provide beautiful lifestyle imagery, as well as cut-outs, you’ll be able to build an even healthier relationship with a journalist.
For example, if you sell soft furnishings and get a cushion into the news pages of an interiors mag, that journalist will know to come to you when they need further nice images of cushions or throws. This makes promoting your brand much easier. Once you get a reputation for great images and well-designed products, journalists will start coming to you when they need imagery for relevant features.
You’ll need to make sure you have the images available in a number of formats. Make sure, at the very least, you have hi-res (300dpi) jpegs available. You should also request CMYK .eps files from your photographer as these are widely used in print. If in doubt, ask the journalist in question what their requirements are for images. The last thing you want is to be offered a cover of a magazine and then not being able to fulfil the image requirements needed for the full page size.
Create a rapport
It doesn’t take much to ask a journalist how his or her weekend was. If you are met with a very stony, one word answer you should probably get straight to the point but if the journalist is happy to chat then it’s going to be much easier for you to get in touch with them in the future.
Journalists are more likely to remember you and your brand if you get the chance to speak to them. Emails are very easily forgotten.
Creating relationships with journalists is the cornerstone of any PR campaign, that’s why going to a PR with experience in your sector is so important as they will already have those contacts in place.