Reaching the Female Consumer
Reaching the female consumer can be a challenge for PR practitioners pitching women’s lifestyle magazines.
Editors and reporters at these outlets have respect for PR and understand that information from public relations executives is oftentimes necessary to craft their stories. Believe it or not, they are looking to receive trend and product information! But how can we successfully land coverage?
I’ll restate the obvious – PR people should target pitches to INDIVIDUAL REPORTERS, rather than blanketing all contacts on a media list with one pitch and/or a news release. Pitches MUST be crafted and tailored to the reporter and media outlet in order to succeed – careful study of BOTH are prerequisites to success.
During a Bulldog Reporter http://www.infocomgroup.com audio conference entitled “How to Reach Millions of Female Consumers: An Inside Look at Women’s Lifestyle Magazines,” PR practitioners across the nation had the opportunity to hear from editors with top women’s books. Of particular interest to me, I grabbed tips about how to best approach outlets including Elle, Good Housekeeping, and Family Circle – they are below.
According to Elle Deputy Editor Rachael Combe (not a pitch target for the magazine) the best approach is to demonstrate some familiarity with the outlet, pitching information they would actually cover. To land a feature with this book, pitch trend- or issues-focused information and personalities geared to the adventurous, modern, single woman.
http://www.elle.com
Good Housekeeping Senior Features Editor Mary Kate Hogan stresses that pitches should focus on consumer benefits, not on a particular company. Although general lifestyle topics get a fair amount of play, products are a central focus of this magazine. Hogan looks for a combination of practicality, ease of use and genuine flair. She states “Our readers are somewhat budget conscious, and they appreciate things that are stylish but still a good value. I have to consider that with every pitch.”
http://www.goodhousekeeping.com
Consumer advocacy is the hot button topic with Family Circle. Deputy Editor Nancy Clark explains that her magazine talks about women who make a difference through volunteerism and other community-based efforts. Article coverage ranges from parenting advice, teen issues, marriage, relationships and caring for older parents.
http://www.familycircle.com
All good insider information for those of us trying to land a “big hit” for our consumer clients. More to come…!
