How to Pitch: bazaar
April 12, 2016 Consumer Magazines
Kuwaiti lifestyle magazine bazaar recently celebrated its milestone 200th issue. MediaSource caught up with Staff Writer and Content Coordinator, Yasmine El-Charif, to discuss the magazine’s brand heritage in Kuwait, the stories that resonate with readers, and what makes for a strong PR pitch.
Tell us about bazaar magazine.
bazaar launched in 1997 and began as a student magazine distributed at Kuwait University, but has grown into a comprehensive lifestyle publication that is all about Kuwait! We print and distribute 10,000 copies of the monthly edition with 11 print editions per year.
From a focus on people, dining destinations, fashion, creative spaces to the latest in arts and culture and things to do in Kuwait, our brand has successfully grown throughout the past decade to speak to Kuwait’s ever-evolving demographic. We also publish Kuwait’s most renowned dining publication that has been in circulation for more than 10 years, the annual bazaar Dining and Delivery Guide.
What have been the biggest changes since launching?
Perhaps the biggest changes we’ve implemented since 1997 are:
• Content: we make it a priority to share the stories of inspiring individuals from Kuwait and beyond.
• Design: implementing a strategy that incorporates bespoke design layouts that allowed us to break away from dated design formats.
• Going online: we’ve successfully widened our audience, and kept up with our readers, by being one of the first publications in Kuwait to successfully go online. You can flip through our printed magazine in digital format, along with browsing all of our online content, curated content, plus original web content by visiting www.bazaar.town.
Furthermore, our readers connect with us on a daily basis through our various social media channels.
Who reads the magazine?
Our readership mainly includes university graduates and professionals, but we also have a strong student following as the magazine is widely distributed in universities. 65% are Kuwaiti or Arab expats, and the rest include foreign expats living in Kuwait.
How do you prefer to be contacted by PRs?
Usually via email, but we are always happy to further discuss any potential editorial ideas on the phone.
What type of story ideas do you like to receive?
We prefer pitches for stories that touch on creative development, art, culture and design in Kuwait, the GCC or Middle East.
What makes for a good PR pitch?
A direct and clear pitch is always the strongest, regardless of the story that is being pitched. An intriguing, creative header is always a plus, as well as beautiful imagery that is not just hidden away in a link. Strong content that commands attention is key to entice any given editor. We receive mass emails from PRs on a daily basis, and strong content, along with a personalised touch, is what makes a pitch stand out from the rest.
How has social media impacted the way you work?
We launched our social media channels six years ago, and never looked back. By utilising these various channels, we’re able to better understand what interests our readers in terms of content and how we can constantly improve on what we deliver. My daily routine first begins my ensuring our content is regularly circulated and scheduled online (Twitter, Facebook, Instagram) and we post regular updates on Snapchat while we are conducting interviews, reviews etc. It’s always fun to gauge how our readers react to what we do on a daily basis. We also monitor and update our website, making sure that content is showcased in the best possible light.
I’m also regularly looking for new stories through social media now, in addition to the traditional means in which we approach potential stories. We come by the most fascinating little businesses, unique concepts, as well as aspiring artists in Kuwait and beyond. We get approached about upcoming events, content opportunities, sponsorship queries and so much more on both Facebook and Instagram on almost a daily basis. I truly believe that social media has changed the way we work on so many levels.
From your experience, what makes for productive PR/journo relationships?
A personal effort, and avoiding mass emails. I think that building a personal connection allows for both PR and journalists to synergize and create elevated content that engages readers, rather than running content that is average.
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