Magazining

This Week’s Cover of Variety: The Survivors

Sometimes Variety, the trade magazine for the film and television industry, will be bought, and an ad will be there, positioning a film to win an award. Nothing wrong with that - it’s what pays the bills and the writers and the designers and the editors and the entire departments that produce a magazine.

So when Variety doesn’t have an ad on the cover, you know they’ve devoted a deep dive into some great reporting and information presenting.

This editorial, this subject matter won’t stop. It won’t let up. It won’t become less trendy and cycle out of news cycles. A culture of acceptance and rudeness and entitlement and blindness is being fired right now. That’s why this is so hard. Pages in print and in digital are the weapons. Both sides use them, and readers need all of them to find the right answers.

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Local Magazine Reaches Far and Wide for Small City - The Valley Table for Beacon in Mahopac

Enjoying the article on cream in the September-November 2018 issue of The Valley Table which devoted this issue to farmers (and the Pots de Creme in the recipe section).

I’m currently writing this blog post from a car dealership in Mahopac, which is about 35 minutiae from where I live in Beacon, NY (and I produce a blog from there). Several of the staff way out at this dealership love Beacon, NY simply because they read about it and the restaurants so often in The Valley Table.

As a side note, the ads are so well designed! I always enjoy reading the features and the ads. My philosophy is to support ads, to pursue purchasing them, as well as pitching magazines for organic, solid PR. While a true editorial feature can raise your brand’s profile as well as tap into a flood of sales, well placed advertising also educates your customer base and keeps your brand top of mind.

That and, without it, the magazine wouldn’t exist. So there’s that. Plain and simple. 

So support your local and national media sources! 

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Deconstructing the Pitch: Designer of Animal Furniture Featured in Architectural Digest

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As you're flipping through your favorite magazines, you are reading inspiring features about other people. In the back of your mind, you may be thinking: "Ah, one day, that will be me."


Reality Check: Today, that is you.

 

You Can Be Featured In The Magazine Too!

As you are trying to market your business, you're going to want PR. You're going to want to be mentioned in magazines, TV segments, blog posts, and interviewed on podcasts. It's a big job - all of this marketing - but somebody's got to do it, and that someone is you. Here's how you're going to hit the grand slam:

Step 1: Realize that you can be featured in a magazine like Architectural Digest. This is the "Give Yourself Permission" approach we preach in Tin Shingle Training TuneUps (all of which are free with an All Access Pass Level 4 of membership) and is the undercurrent in all of our articles.

Step 2: Find the "Why." Why would this magazine feature your business right now? What about your business is significant to that magazine's readers?

Step 3: Go for the pitch. This means you will write an email to an editor (or contributing writer) at a magazine, with some clever suggestion of why their readers would love to know about your company right now.

 

The Pitch Deconstructed

The pitch is the trickiest part. It's a simple email, but needs to be written to just the right person in just the right way. We have deconstructed this full page feature in Architectural Digest of the designer Porky Hefer. Tin Shingle Members at the Community Level 1 and above can log into their accounts and find the analysis right here in our Pitch Whisperer Workshop forum of the Community Boards.

Find out what may have appealed to editors at Architectural Digest that convinced them to give this designer a full page in the "back of the book" aka the back of the magazine where lots of people flip the back cover and see it, and how you can do it too.

The Pitch Whisperer Workshop forum is available to Community Members Level 1 and above to submit their pitches to the group and get feedback (and sometimes edits!) from our supportive community. No pitch is to far out for our eyes. Tin Shingle is all about helping you Think Big and Go Big for your business marketing.

 

PR HOMEWORK:
Read a Feature & Think Backwards

To help train your mind in pitching the media:
1. Read the magazine you want your business featured in.
2. You'll notice a feature of a business that could have been yours.
3. Think about what they featured about that business - all of the highlights and special points that was in the article.
4. These observations will help form your pitch.
5. Use Tin Shingle's Media Contact Database to help you find the right editor or writer to pitch to.
6. Use Tin Shingle's PR Planning & Tracking Template to log when you pitched to them, and when you'll follow up.

#Magazining: Who Are You Reading This Weekend?

Who are you reading this weekend? Pitching the media becomes so much easier when you know what they covered, who else covered it, how they covered it, and where your story angle fits in.

 

Easily fill up your PR Planning and Tracking Template with story angle ideas for the myriad of ways different media outlets could feature your business or product or service expertise.

Download the template from the Template section of this website. Free for All Access Pass Members of Tin Shingle!

PR Tip: Just because there are 10 different ways to feature your business, you wouldn’t include all 10 of those in your pitch. You would zero in on 1, and write the pitch around that. I go into more detail about this in Tin Shingle’s Commmunity Boards available to Community Level 1 Members. Join us! And start improving your pitches. 

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