From pink slips to hat tricks, former Rocky reporter turned PR pro Erika Gonzalez sheds light on the ever-changing media landscape. This week she interviews Amanda Faison from 5280.
Like many other publications, 5280 has cut staff and tightened its belt to weather declines in advertising revenue. That cost-cutting has forced the magazine’s editors to tackle more work and approach stories in new, sometimes more efficient ways. Senior editor and resident food guru Amanda Faison talked to me about the changes and offered tips for PR pros pitching clients for the glossy’s pages.
Looking in:
5280 staffers saw the magazine’s workforce and freelance budget shrink this year, forcing editors to generate more story ideas without the assistance from outside contributors. To cultivate content, Faison says the staff holds brainstorming sessions, networks more internally and reads newspapers and other publications with a keener eye.
The eyes have it:
Figuring out how to produce a strong city mag with fewer resources has actually spawned innovations, says Faison. The magazine is more focused on how readers view content, leading to more visual pieces and articles with several points of entry, from side bars to informational boxes.
“I’m really, really happy with those changes,” says Faison. “A lot of it is because it’s less time-consuming, but ultimately I like the result better.”
Pitch quickly:
Rather than wading through long, formal releases, Faison prefers short (three sentences or so), casual pitches that cut to the chase.
“Ninety percent of the pitches I receive, I can’t figure out what they’re trying to pitch me on.”
Do your homework:
Read the magazine (at least the three previous issues, advises Faison). Get to know the audience. Research publication deadlines. (Faison says she typically works three to four months in advance).
No means no:
Following up a dozen times or trying different angles after a rejection, will only earn you Faison’s scorn.
“It’s like trying to fit a square peg in a round hole,” says Faison of PR people who persist when she’s made it clear the pitch doesn’t fit the pub.
Secrets to success:
Keep it original and local. Faison says she often doesn’t use story ideas from PR people because those pitches are being distributed everywhere. You’ll have better luck by developing a pitch specifically for 5280.
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