Christmas in July: Pitch now to secure holiday coverage
While the rest of us are trying to weather the doldrums of summer with iced coffees and extra-strength antiperspirant, magazine staffers are breaking out the mistletoe and latkes. That’s right, ‘tis the season for holiday gift guides, and editors are wishing for products.
Many December issues of top consumer magazines routinely feature special inserts or sections devoted solely to helping readers select the perfect holiday gifts for everyone on their lists. If a product wins a place in one of these gift guides, thousands of readers will be exposed to the product during the busiest shopping season of the year. But the clock is ticking, and many magazines have already started work on their gift guides.
Country Living, Family Circle, Women’s Health and Woman’s Day Specials Best Ideas for Christmas are wrapping up their guides this week. Other prominent magazines like Elle, Esquire, Fitness and Harper’s Bazaar are also producing gift guides this year and have submission deadlines in August and early September.
And some magazines are not sure if they will roll out a gift guide this year; these indecisive publications include Details, Condé Nast Traveler and Redbook. Editors who have not yet solidified their holiday plans have said they might be open to inspiration from targeted pitches about interesting new products.
For their gift guides, editors are looking for quality products geared toward the interests of their readerships. Do not send the product directly to the magazines; many editors say they prefer an e-mail about the product. If it piques their interest, they will respond with more detailed submission instructions. Be sure to include price points, as many guides are looking for budget-friendly gifts this year. Vocus’ software includes points of contact, deadlines, and a rundown of the gift guide opportunities. But the early bird gets the feature, so score some eggnog and pitch soon.
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