Pitching Ultimate Wedding Magazine: Q&A with Editor Tina Reading
There is nothing quite like a wedding. Whether it’s grand, glorious and splashy or intimate, relaxed and reserved, it’s a milestone for most that has no equal. The planning alone can constitute a full-time job, even for the simplest of ceremonies, but luckily, media outlets like Ultimate Wedding Magazine are there to provide ample nuptial knowledge. The online only publication launched in the UK in 2011 as a luxury print magazine, and evolved into an all-digital format in 2013. With a global audience that continues to grow, Ultimate Wedding Magazine is preparing to launch a US edition in October, offering the same modern, interactive interface that readers of the UK edition have enjoyed. Featuring multimedia editorial content, tap-to-buy products and panoramic video, the world’s only interactive wedding magazine, available via its free app, is poised to make a splash with US audiences. We managed to score a few minutes with editor Tina Reading to discuss premium tips for pitching this publication, perfect for today’s on-the-go, digitally focused readers.
What kind of information do you like to receive?
Our readers are all ages and ethnicities, and we have a strong ethos that love is for all. If you represent a brand or venue that you feel is right for us, then we welcome the introduction. We are heavy on interactivity, so we like to work with forward-thinking brands who recognize how important this is. Video and strong images are always a bonus point with the UWM team.
What will catch your attention?
We ignore blanket pitches, but pay attention to those that are individually addressed, well written and interesting. PR is about relationships, and we are more likely to feature clients with PR companies we have a strong partnership with. We prefer to work with brands that offer mutually beneficial relationships. If we are giving time and space to promoting someone, then we expect this to be reciprocated.
How do you prefer to receive pitches?
Email please. We receive hundreds every day so this is the best way to make contact and if it is of interest we will come back to you!
Do you have any advice to share with PR professionals?
Do your research before you approach us! We are not print; we do things no print magazine can. Our clients benefit from unique marketing options consisting of video content and ‘tappable’ elements to better engage with our readers. We work closely with our UWM family on targeted marketing campaigns, using data and statistics to manage and meet our client expectations, thus resulting in a 95% client retention rate. We know if our readers like a feature, we see the figures!
You may think that your client is the best thing since sliced bread and that we MUST work with them, however, you are being paid to gather as much coverage as possible. We will feature brands if we think they fit. It’s a simple ethos: if we like it, we feature it. If you would like us to promote your client, then please ensure that the upside equates to the time and effort we are spending endorsing your client and their campaign.
Any pet peeves?
Make sure you know who we are and what we do before you pitch to us. We are the world’s only fully interactive wedding magazine. We are available for free on every mobile and tablet around the world. We receive hundreds of requests every day, so please do not be offended if we say no, either the piece is not relevant for us or the timing is wrong.
Do you use social media like Twitter or Facebook to gather leads and story ideas?
Our main use of social media is to connect with our readers, to inspire them and also hear what they’d like to see featured. We monitor our own performance across social media channels and try to keep our brand clean across these mediums. We ask that anyone wishing to pitch themselves or a product contact us directly.
Have you seen marriage equality change the wedding industry, and by extension, wedding publications?
I think it has changed the industry in a very positive manner.
From the start, we have openly supported and published same-sex weddings, multicultural, etc. We strongly believe that love is for all. We covered the first legalized same-sex UK wedding in 2014 and it is important that everyone has the choice to marry in the way that they want to.
Love is for everyone right? That is what we believe and support.
Be sure to follow Ultimate Wedding Magazine on Twitter for updates on the US launch, and also view an introductory video of the magazine’s offerings on YouTube, where they ask, “does your wedding magazine do this?”
The Cision Media Research Team maintains a database of more than 1.6 million records, including social influencers, traditional media contacts, outlets and opportunities. We collect and maintain the latest contact and pitching information of bloggers and journalists who can spread your message, broaden your campaign and help you build relationships with the people who matter. To experience the Cision Media Database first hand, request a demo here.
Image courtesy Ultimate Wedding Magazine
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