Marcomms pros are always after the latest media intel, and who better to glean insights from than the minds behind the outlets themselves? For the third iteration of our ‘Publishing POV’ fireside chat series, we spoke with Ella Martin-Gachot, Senior Editor of CULTURED. We learned what types of stories resonate most with CULTURED’s audience, the role of events and social media in shaping editorial strategy, and what makes a pitch truly stand out. They also shared tips on how marcomms pros can cultivate lasting media relationships amid the evolving landscape.
The takeaways:
Personalize your outreach by showing you’ve done your homework on the editor and the publication’s focus.
Keep your pitches focused and specific to the publication’s audience and style—do your research.
Know the best timing for pitching, typically 2–3 months ahead for an event or cultural moment. For example, for September fashion week, start conversations in late July or early August.
Re: pitch timing, try sending morning emails and avoid sending them on Fridays.
For event planning, Wednesday and Thursday evenings are ideal for many editors' schedules.
Honor exclusivity agreements—be clear and honest about what can and cannot be exclusive (is the story, the image?)
Avoid bombarding editors with irrelevant pitches that don’t match their columns.
Offering a quick 10-minute call can be an efficient way to discuss ideas with an editor, while also giving them a break from screentime.
If sending multiple pitches, group them into one email, but ensure it’s clear and concise.
Always send original, unpublished images when pitching features; don’t send images previously shot by another publication.
Avoid overwhelming editors with multiple follow-ups; three is typically the maximum.
Build relationships with media by attending events the magazine hosts or participates in.
While standalone features are ideal for the client, being part of a listicle or roundup can be a valuable opportunity as well—think of it as being in a group show before a solo exhibition.
