In a new series, we’re inviting founders and publishers for a fireside chat to hear their POV on content, distribution, readership and what it takes to be successful in today’s increasingly challenging media landscape. We spoke with Claudia Ribeiro, founder and publisher of Lifestyle Mag, to hear about the types of content she looks for, what the magazine’s distribution looks like and why great storytelling should be celebrated as a self-care moment, and not a fleeting, on-screen scroll.

The takeaways: 

• Marcomms pros should take note that the medium is intentional; a print publication, for example, is meant to be consumed as a moment of self-care and therefore the content must reflect that
• Consider the publication and its audience before you pitch a client or concept
• Personalize your pitch. It’s more likely to be opened and responded to than a general press release blast
• Find your niche: there is tons of content out there, so it’s crucial to establish your niche (what are you passionate about?) and look at content through that scope. If your niche is luxury travel, your approach to fashion content could be what to pack for your getaway to Italy
• It’s important to know the essence of your content, but also consider how you can wrap it up and sell it when you are approaching advertisers 
• Advice for working with advertisers: strive to establish long-term ad deals or partnerships to eliminate having to work out new advertisers monthly (or whatever cadence you publish in)
• Social media can create new opportunities for a publication, whether digital or print, as some brands/partners see social as an additional channel that reaches a particular audience – whether it's different, larger than or more niche than the publication’s
• Publishers and editors can also benefit from the power of social by being active there; brands and advertisers also see personal accounts as unique opportunities to reach yet another curated, targeted audience