Autumn brings those useful, but difficult editorial calendars
Ah, autumn. Beautiful foliage. Warm apple cider. Crackling fireplaces. The release of magazine editorial calendars for next year. At least if you ask nicely. Or remind a magazine’s staff. Or even cajole.
At one national, pretentious magazine best not named, prying the ed cal loose from the ad rep seemed akin to getting him to reveal his commission.
At Blog Forward, Keith Pillow argues that ed cals change so greatly from the time they are published they are no longer a useful guide to editorial coverage. Pillow notes that ed cals were once unchanging listings of a magazine’s articles for the upcoming year.
Since magazines now change their ed cals often, ed cals are almost like moving targets. From a media relations standpoint, it means they must be monitored closely. Moving targets are harder to hit, but when you get one, the results can be very fruitful.
Ed cals have always been, and remain, a strong indicator of what types of ad sales a magazine seeks. That’s important because the lines between magazine advertising and editorial are vanishing, which means ed cals still a make a good tea leaf-type read of a magazine’s plans.
They remain part of a well stocked media relations toolbox to follow, and influence, magazine content.
Transparency: This is a Vocus blog. Vocus includes editorial calendars in the Opportunities Section of the Vocus Application.
Major magazine ed cals recently added to the Vocus Database include:
AARP Bulletin, Advertising Age, Allure, American Baby, American Medical News, The Atlantic, Babytalk, Barron’s, Better Homes and Gardens, Bloomberg Markets, Bon Appetit, BusinessWeek, Casa y Hogar, Chronicle Magazine, Conde Nast Portfolio, Conde Nast Traveler, Cooking Light, Cosmopolitan, Details, Discover, ELLE, Entertainment Weekly, ESPN The Magazine, Esquire, Essence, Family Circle, FamilyFun, Fast Company, Fitness, Forbes, Forbes Asia, Forbes Life, Fortune, Fortune Small Business, Glamour, Good Housekeeping, Gourmet, Harper’s Bazaar, House Beautiful, Inc., InformationWeek, Instyle, Journal of Commerce, Kiplinger, Ladies’ Home
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