Cosmo is filled with mixed messages, but those that are delivered are worth reading - and ignoring the conflicting ones. Was never allowed to read Cosmo when growing up. But right now, it seems useful as a young person to read. Getting familiar with the different sections for Tin Shingle’s business owners, makers and artists who want to use it to get the word out.
Entertainment Weekly magazine will go monthly, yet retain the title of Weekly, according to Adweek. The publication, part of the Meredith family of print publications, will start this new schedule in August under new Editor In Chief JD Heyman. The July 5th issue will be the last weekly publication. The new EID is coming from People Magazine. The former EID, Henry Goldblatt, has been at a Entertainment Weekly for 17 years, according to Variety, as highlighted by Adweek.
What Does That Mean For Businesses Looking For Features?
The print publication cycle will slow down a bit, now that there aren’t weekly magazines to churn out. As for an Editorial Calendar, they may release a broad theme to sell to advertisers in a broader way. But, we don’t recommend you to pitch by Editorial Calendar theme anyway because there are way to many ideas out there to wait for a broad theme.
Tin Shingle will inquire as to what their new print publication cycle will look like, so that we know which months they are working on when. We will also keep our eyes on media moves for those coming and going for our Media Contact Library.
You can get into any one of these magazines. Be your business a local shop, or if you’re an expert in your field, or if you’ve developed the perfect toy. Inside the pages of these magazines - and their digital versions - are a myriad of reasons why your business would fit into a story. The key is to unlocking that 1 reason that makes your business a must-write about.
The Perfect Pitch
Sunday's are for being unplugged and dreaming your dreams. That means answering to no one, and listening to the ideas that enter your mind. Being that you're running a business, the ideas #dontstopwontstop. They make you happy! That is why you can use today to discover one special pitch.
Discover The Pitch
You want a feature in a magazine. Or a TV show. Sunday is the day you will pick up 1 magazine, or watch 1 TV show you want your business featured in. You will turn the pages. You will read the articles. You will discover "The Why" of why that writer might cover your business next time. You see how they covered one business, and an idea will click on why they might cover yours.
"Don't I Need To Wait For The Editorial Calendar To Tell Me When To Pitch?"
No. While Tin Shingle does give you instant access to over 100 editorial calendars (Yes, over 100 different publications and growing! Our researcher Yvonne has been busy!), it all comes down to the ideas. Planting the seed.
You can do this. You can plant that seed. You can send a writer an email about your business, just as an FYI, and walk away. You will want to be thinking of so many different story angles. Perfect ones for a particular writer at a particular brand (magazine, digital magazine, TV show). If you’re nervous or unsure about it, you can join Tin Shingle and talk to us in Tin Shingle’s Community using the Pitch Whisperer forum to get feedback.
How To Discover The Best Contact
In your Sunday Reading, here's how you're going to discover who is making the magic. In this video, Tin Shingle's owner and publisher Katie takes you through a little media monitoring of Sift Magazine, a publication that features bakers, bakeries, products, authors, recipes, and more. Another way to discover writers or publications you had no idea about is to tap into Tin Shingle’s Media Contact Library, also a perk of membership with Tin Shingle.
After 12 years on the air every Sunday morning, after what was supposed to be a 6 month run, Your Business with JJ Ramberg has ceased production in December 2018. You can look at their first show announcement over at Ad Week when they were just babies in 2006!
According to a comment down in the show’s Facebook page, the sponsor did not renew for 2019. Which is a stinker because one would think there would be other sponsors out there. According to Wikipedia, American Express OPEN was the sponsor.
JJ Ramberg showcased many small businesses - small and large - including a few Tin Shingle Members - on her show over the years. During that time, she got married and had three kids, who she brought to work at times (see them in the show’s last highlight reel). She also has a podcast, Been There. Built That, that reveals details on journeys to success, what it took to build companies, and turn a No into Yes. The last episode, however, was released in December 2018.
What Will JJ Ramberg Do Next?
She’s unstoppable, so is sure to pop up again somewhere, in probably a big way. The show had a loyal following of small business enthusiasts. JJ knew that small business is personal, and talked about that often in her segments. Your Business was the longest running at MSNBC after Chris Matthew’s Hardball.
JJ is the co-founder of Goodshop with her brother. Goodshop “has the most powerful coupons in the world.” They provide the best shopping deals on the internet, but they also make a donation to the nonprofit or school of your choice for almost every purchase you make. “You also give, at no extra cost,” is their motto.
Goodshop is connected with over 114,000 nonprofits and schools. You can shop for your cause no matter the scale: whether it be your local animal shelter, or a national cancer research organization. If your nonprofit or school isn't listed, you can add them to their list.
Over the past nine years, Goodshop has helped organizations do everything from medical research, to buying books for local libraries, to helping clean up pollution from city rivers. Through deals and coupons generated from the website, Goodshop has raised over $13 million dollars.
We are looking into JJ Ramberg’s next steps for our members-only Media Contact Research Center. If you have a tip, email it into us!
What Business Show To Pitch Now?
Consider Poppy Harlow’s podcast Boss Files with Poppy Harlow. There is of course her show that she co-anchors on CNN, but you should also pursue the podcast. Contact details and ideas for Poppy’s podcast can be found in Tin Shingle’s Media Contact library.
Some people read in the bathroom. I read while walking. Another reason to read in print - most people judge (and shouldn’t) people looking at or reading screen devices. But less so when it’s an actual book, magazine or newspaper! One just looks like a nerd. Who hopefully doesn’t trip while walking.
Anyway - the point is - great point presented by Thomas Goetz in Inc. for his Launch Pad column in Inc. Magazine. He asks: “Can your business pass The Donut Test?” The Donut tastes really good and people really want it, but should you make it for them? What are the consequences of what your business makes (no offense to our donut making friends who have built businesses on donut making shops and other treats!)
Thomas presents his example with with Facebook News Feed, which Greg Marra, then a Facebook product manager talking to Thomas when Thomas was at Wired magazine, likened to people just eating a bunch of donuts. Facebook thought to just give the people more donuts since that’s what they wanted. But if you talk to people, Greg said, they said “I actually want to eat fewer donuts and maybe have a kale smoothie.”
Hard core anti-kale people will throw rotten tomatoes at this concept (I’m eating salted seaweed chips right now!), but you get it. If you keep feeding the people just donuts, the people will be angry, depressed, and probably illness ridden. So can the business switch it up? And is your business doing something to improve people’s lives. Help them move. Feel better with no crashes. Bring people together.
It was a good read.
THESE 2019 EDITORIAL CALENDARS ARE READY
Editorial Calendars are the grand themes that a magazine rallies around each month or quarter. Magazines want the best of the best, so they make these available to the public to know about. Tin Shingle goes out and gathers all of them to put them into our easy and searchable Editorial Calendar Database to have these ideas at your fingertips. Search by Magazine Title or Area of Interest, let your ideas form, and start pitching!
Latest Magazines Added (get the full list here):
O, The Oprah Magazine
WSJ. The Magazine
UPCOMING MAGAZINE THEMES FROM THE EDITORIAL CALENDARS
TIME TIP: Magazines are working on Spring and Summer issues right now.
Town & Country
The Summer Issue PLUS T&C 50 Philanthropists
The Needle Guide (publishes in July)
Harper's Bazaar + Elle
The Beauty Issue is coming up for both publications.
The Italy Issue
The Best Services For Businesses
"HELP! I DON'T KNOW HOW TO USE THESE!"
Fear not - that’s what Tin Shingle’s Community is here for! Everyone needs a jam session to think of reasons why to pitch your favorite, most desired magazine - to give them a great reason of why to feature your business (for free, after all...that's what organic PR is).
Get the magazine into your hot little hands. Not the tablet, but the paper version. Experience it as it was designed.
Dive into the magazine and start reading and skimming the articles, the roundups, the call-outs.
Pay attention to what names are credited to writing features that make sense to you - where your brand could fit in.
These names will be your targets. You will want to pitch this person you find with a possible idea, or a set of tips, or a photo of your product and the special angle that makes it a perfect thing for them to feature to their trusted readership.
Keep a record of these names in your PR Planning & Tracking Template. Start following them on Twitter and Instagram to get to know them. What do they like talking about? What are they writing about?
Pitch them. AKA Email them. There are loads of Tin Shingle Training TuneUps on how to do this, but you’re going to do it. Put yourself out there, and pitch a lot. More than you’re comfortable with. And then follow up. Pitching once is the tip of the ice-burg.
Just make sure you’re pitching someone really relevant to the subject matter, and not someone who you just have the name of :) That’s when the email is sure to get deleted.
"I DON'T KNOW ABOUT THIS...WHY WOULD THEY FEATURE LITTLE OLE ME?"
Because you're special, and you created something awesome. Feeling blocked and nervous is totally normal.
Connect with us directly in Tin Shingle's Community. It's the entry-level of membership, so is super easy and affordable. Gives you access to our online support group to ask your questions, get ideas. Celebrate when you do get press. The All Access level of membership gets you group consulting sessions every other Wednesday, in our Private TuneUp sessions.
Get with us! And start getting yourself out there (even) more.
Media Monitoring 🧐and inspiration with Inc. Magazine: Tru Dog was featured in the back pages (being that I’m left handed, I read the back first - easier to flip through) for their success in building a frozen raw dog food brand.
Started by Lori R. Taylor after her dog had cancer and she realized that regular dog food was like feeding him fast food every day, and that raw food was closer to a dog’s natural diet. Currently True Dog has $1.5 million in monthly recurring revenue. They tried a subscription model early on, but really surged after investing in a Shopify Plus website and targeted Facebook. Now TruDog is #39 on 2018 Inc. 5000 list.
This profile is in Inc.’s Winter 2018/2019 “Surge Cities” issue. Find out when Other themes are being published in Inc. by taking a peek in their yearly Editorial Calendar, available in a Tin Shingle’s searchable collection. Available at the All Access Pass Level if Membership.
In January 2018, the stepping aside of Glamour’s longtime editor in chief, Cindi Leive, became official, and, Samantha Barry, a digitally based journalist with extensive background in the digital television space at CNN Worldwide as an executive producer for social and emerging media, stepped in. Cindi had also been the editor in chief of Self, another print magazine that ceased printing monthly issues.
Monthly Schedule Not A Thing Anymore At Glamour
Upon her arrival, Samantha reduced the numbers of monthly publications from 12 to 11, gave the print magazine a makeover, completely changing the type treatment of the logo, and on the Tuesday before Thanksgiving, announced that the monthly print magazine version of Glamour would cease.
As first reported by The New York Times, and then The Hollywood Reporter, Samantha stated that she sees no need for a monthly print schedule for the brand anymore. In fact, that Glamour is not just a magazine, that it is a brand. According to The Hollywood Reporter, Samantha stated that Glamour will continue to produce printed editions of its tentpole issues like its “Women of the Year” issue.
In her interview on Cheddar, Samantha is putting Glamour's eggs into the video and event baskets, saying that portions of the Glamour audience are spending more than a minute, sometimes up to half hours on their video content. Being that Samantha comes from the TV world, she is comfortable in this vehicle for storytelling and ad delivery. However, she came from a large cable network - CNN - where their base is TV. In magazines, the base is the book, and the social and the video are the spinoff. Looks like Samantha is bucking this model.
“Doubling Down on Digital”
In her goodbye-to-print email to the editorial staff obtained and quoted by The Hollywood Reporter:
"We’re doubling down on digital — investing in the storytelling, service and fantastic photo shoots we’ve always been known for, bringing it to the platforms our readers frequent most. We’ll be expanding video and social storytelling, with new and ambitious series and projects.”
What’s In A Book?
Glamour is committing now to the crowded space of digital with its many mediums, abandoning its loyalty vehicle - the printed book - the magazine. What digital-only producers, editors, and storytellers might not realize is how the printed page carries weight in the hands of their audience. While the people reading the magazine may frequent online spaces more, the printed book helps to define the brand.
According to The New York Times: “Although the number of Glamour’s paid subscribers has remained stable over the last three years, at around 2.2 million, Ms. Barry said it was time for the publication to break away from the printed page.”
The advantage that magazines have over media outlets with no print extension is that they are able to design a deeper experience on the page in the layout of a book. The advantage that digital mediums like blogs have over traditional print is that they understand the online space better and can spread the word farther.
It is the opinion of this writer that the combination of the two - the digital and the print - is an enrichment technique. I say this as a blogger. I am a digitally based producer of content who sees the emotional reactions of people to the printed page, vs the online experience. While the online experience may have more exposure with a larger footprint, the emotional imprint is still there for the printed page. Thereby making the digital version of print even more valuable.
Glamour magazine is in the Condé Nast family. It was founded by the Condé Nast father himself as a vehicle for storytelling of Hollywood Glamour. The magazine’s direction has changed since then, as Glamour has taken on more of an empowerment and educational role for women. Add this move to its evolution.
Vogue’s famed editor in chief, Anna Wintour, is the artistic director for Condé Nast. According to The New York Times article, she enthusiastically supports the release of Glamour magazine’s printed edition, as she did for the ceasing of the printed editions of Self and Teen Vogue. Would Anna encourage the stopping of monthly printing for Vogue magazine? Could you imagine such a thing?
In the Cheddar interview, Samantha acknowledges that there are advertising dollars for print ads, and less so for banner ads on the internet. Branded content can make up for that, as it’s storytelling vs static visual. However, the desire for brands to place print ads still exists, and they are still effective in the impression they leave behind. Therefore, what does it mean to other magazines when a heavy hitter in the industry like Glamour leaves? One answer could be that print ads in existing magazines get more valuable, as there are fewer print outlets. Hence, a possible enthusiastic support by one editor in chief for the decision to abandon print by another editor in chief.
What Does Digital Glamour Mean for Businesses, Artists + PR?
What does this mean for business owners, artists and makers trying to get featured in Glamour? It means a few things:
Pitching Glamour just got more fractured.
You will be pitching tiny corners of Glamour, and by corners I mean video segments, contributing writers and social media handlers. See Tin Shingle’s Training TuneUp here with a contributing writer at GQ and others about how she approaches writing assignments. There may be assignment editors who see everything at the very top line, but they are seeing the overall message delivery for several media mediums. Pitching can be more frequent, different and specialized as you reach more media creators for Glamour. How a feature on your business will get produced has increased in variety.
Crossover for visual storytellers in video and TV just got better.
Opportunities increased for video segments. While writers may still be there to help write the script - if there is one - video editors and producers may be more involved here.
On-Air experts and TV personalities may also have an increased role to play.
The host of a segment will usually be delivering and guiding the segment. Tin Shingle’s Media Contact Lists include a search filter for On-Air Experts, making it easy for you to focus on pitching these types of media creators.
Recently, a member of Tin Shingle requested Media Contacts for Yahoo! Health. We do this research for our members, and add them to our Media Contacts Database that All Access Members of Tin Shingle can search through 24/7. Finding these contacts was not an easy job. The website of Yahoo itself is filled with articles published at other websites. Most of the links from the main pages of Yahoo!'s sections take you out of Yahoo! and into another website. So is Yahoo! a Zombie Website? It just links people out? Is anyone home?
Who Owns Yahoo!?
Poor Yahoo!, they once had such a shot at being a strong source of good reporting (see Forbes' "Yahoo! Sells to Verizon in the Saddest $5 Billion Deal in Tech History"), but that ginormous company merger (Verizon also owned AOL) may have derailed original content plans.
PS: Media trivia for you: the version of Verizon that owns Yahoo! and AOL is called Oath Inc..
Yahoo! Is Largely A Syndicate Website
At first blush, Yahoo! is simply aggregating articles on most of its web pages. Take a look at the homepage for Yahoo! Lifestyle, and you'll see Marie Claire, Elise Sole, People, and others. Some is sponsored content, meaning a company paid for an article to be written about them.
Yahoo! Pays To Have Content Published Elsewhere
We checked in with writer friends in the industry to get the real scoop on how Yahoo! works. Content production is quite active, but not much is coming from Yahoo!, unless it's Yahoo! Finance, News, or in their new section, Yahoo! Originals. Yahoo! Originals seems to (at moment) feature politics, severe weather, highly trending topics, and sponsored content.
"For everything else," says an editor who works for one of Yahoo!'s partner sites: "Yahoo! develops partnership deals with other sites through which they secure syndication rights for other companies' content. However, this is where it gets a little weird..."
Turns out, Yahoo! editors do ask for something specific around a general theme, like “fall recipes using pumpkins” from these partner websites, and get sent in a lot of pitches (aka story article ideas) from the writers who are on staff or permalance or in contract with those other publications. Yahoo! selects which pitches it wants written, and then those articles get published - get this - at the other websites (depending on the partner…not all of their partnerships work this way). However, an article that does work this way would also be displayed at Yahoo! as syndicated content with a link back to where that content was published.
"For instance," the editor explained, "a story on the 'Top 10 Fitness Moves for Flat Abs' may have originally been published on a partner site, but Yahoo! asked for that particular piece of content to be pitched, assigned, and written in the first place.”
What Does This Mean For Business Owners?
Yahoo! is a mirror website - reflecting content (often times) it commissioned to other publications to write. It's a win-win for everyone, has a handful of original content published at its website. Because it features links to other websites, there is lots more exposure for articles at other publications, however. What is our takeaway as business owners, artists and makers wanting to be featured in an article (or the headline of an article) at Yahoo!?
Study the publications that Yahoo! republishes, and the writers who wrote those articles.
Pitch the writers about your business or expertise, to get on their radar. Tin Shingle's recommendation has always been to stay in good graces - and on the radar - with writers. When a writer gets assigned a story to write, they are quick out of the gate to find the source to quote, or place or product to recommend.
Contributing Writers Are Gold Nuggets
Tin Shingle has a new section in our Media Contacts Database that is specific to Contributing Writers. We are building it out, but it lists writers as themselves - which doesn't really change as they move from job to job.
Writers continue to write for multiple publications - some never listed in their bios because they forget to update their websites, or other databases.
Get fresh ideas for who these writers are, and keep track in your own PR Planning & Media Tracking Sheet that you can download from Tin Shingle. Download it, plus Media Contacts, at Tin Shingle’s website.
To learn more about how to pitch Yahoo!, visit this article in Tin Shingle’s “Ask the Experts” section.
While turning through this month’s issue of Vogue, I was so surprised to learn that Illinois Senator Ladda Tammy Duckworth lost her legs while serving in the military while piloting a Black Hawk helicopter in Iraq. As a subscriber, I also get Vogue’s daily email campaigns. Never saw this one in their emails promoting the print edition. Nor did I see digital promotion of the Karlie Kloss article on her new love of code (oh wait, this is also funny about her promoting her new code camp)and her involvement with helping girls learn to code (Internets and websites and stuff). But maybe I missed them!
Back to the senator - I am pretty sure I heard a feature on her in a NPR interview about her recent childbirth (oh I did! found the link right here), pumping in her senate office, and the ridiculous baby clothing uniform questions she got from male senators.
From that interview, I did not know she was 50 and that this baby was her second! This is why I subscribe to magazines in print! Thank you Vogue for producing this story. Written by Rebecca Johnson, photo by Annie Leibovitz.
And one more takeaway: this is why having 1 news source - local or otherwise - is not enough. One source cannot possibly tell all of the information.