This week, we chat to culture Magazine’s fabulous editorial assistant, Pheobe Parsons, about the changing face of Australian media, particularly print and the ever changing relationship between PR’s and journalists!
How did you get into the media industry?
I’ve always had an obsession with magazines which dates back to my first primary school show-and-tell, when amidst a sea of trophies and pets I proudly presented my class with a copy of Elle Magazine (clearly I’ve always had my priorities in order).
I completed a Bachelor of Journalism at QUT where I majored in Broadcast Journalism and minored in Fashion, so it gave me a pretty broad scope. After undertaking a few internships and stints of work experience at various magazines I knew that’s what I wanted to do. The first job I applied for was at culture Magazine. I got the job and was lucky enough to start there the week I graduated and have been here ever since!
What percentage of pitches delivered by PR’s would you consider a ‘good fit’ for Culture Magazine?
I’d probably say about 70%. Being a niche magazine our content is quite specific, so we’re usually liaising with the same set of publicists, though the’re always a few who’ve obviously not done their homework who pitch a story completely left of field.
Describe the ‘perfect pitch.’
I think the perfect pitch is one that both conforms to the style of the publication you’re pitching to, appeals specifically to their reader, and has a fresh, thoughtful angle not previously covered. There’s nothing worse for me than reading a formally presented pitch on a completely irrelevant topic, because I immediately know they probably haven’t opened a copy of the magazine.
We have seen a lot of changes in print media due to the growing popularity of online, how has this (if at all) affected the way you work at Culture Magazine?
I think I entered the industry at a really great time in terms of the way the landscape has changed. It’s definitely affected the way I work but in a positive way. Because people are so hungry for immediate information, instead of just producing a print publication we’ve had to really look at the way we use our website and now our iPad App too. The challenge then for us is to come up with three different ways of presenting the same story, all aimed at different audiences for each different medium.
The same applies to Social Media, which has now established itself as one of the biggest and most influential marketing tools, plus it’s a really great way of being able to directly connect with our readers.
What do PR’s need to do to adapt to these changes?
I think it’s important and beneficial for them to realise there are now crossovers between print and online which should be taken into consideration when pitching, especially in terms of images and providing various angles on the one story.
What is your PR pet hate?
When someone pitches a story that’s not relevant to our publication – it shows me that they haven’t done their research and aren’t sincere in what they’re pitching.
What could PR’s do best when it comes to working with print media?
To always think outside the box in terms of story angles. Due to the high number of pitches we receive daily, a unique and well thought out execution really jumps out.
What sets Culture Magazine apart from other fashion magazines on the market?
culture is electric – it’s always fashionable and artistic, energetic, opinion-leading, inspirational and boundary pushing. It’s the creative edge for the creative professional. Moreover, culture is the only GREEN industry magazine, lovingly and responsibly printed on paper from sustainable plantation forests using soy-based inks.
How can PR’s appeal to these production values?
Our target market is key here: the creative professional. We love PRs who can appeal to a creative’s sensibility – stories, products, personalities and innovations that push the envelope and inspire. We don’t do celebrity, we won’t fill our pages with ordinary!
culture Magazine is available bi-monthly and is defined as being electric, colourful, passionate, sexy, fun, alive and pumping, while always being fashionable and artistic. www.culturemag.com.au
