How to Pitch: EDGAR Middle East
July 10, 2016 Consumer Magazines
Rob Chilton, Editor in Chief of men’s magazine EDGAR Middle East spoke to MediaSource about the magazine, its readership and how he prefers to be pitched by PRs.
Tell us a bit about EDGAR Middle East.
Edgar is a luxury men’s magazine available across the Gulf with a readership of stylish men aged 30-55 who enjoy life and have a bit of money to spend on gorgeous things. We cover style, cars, watches, food, travel, sport, grooming and technology, as well as in-depth features and photo essays on a wide variety of subjects such as architecture, science, politics, culture and business.
What should PRs consider when pitching the magazine?
The word I probably use most often in conversations with PR contacts is ‘new’. I like the magazine to be newsy so I want to hear about new products and things that are coming up in the next few months. Also, I really try and focus on people. Edgar is not simply glossy pages of expensive, shiny objects - I want to reveal the human stories behind the brands.
How do you prefer to be contacted?
A short, simple email please. A phone call five minutes after receiving an email to ask if I’ve received the email is annoying and a waste of time. If the email is relevant I promise I will get back to you. And if you’re kind enough to invite me to your event, I promise I will RSVP.
What grabs your attention in a pitch?
Simplicity. What is it? When is it launching? What does it do? Supply hi-res photos and a price. Give me a clear description without meaningless PR waffle and I’m hooked.
How important is the subject line of an email pitch?
Very. Be clear and keep it short. A pun or too many words just gets in the way of the message. ‘Brand X launch new menswear range’ is all I need to know.
How do you prefer to receive supporting images?
Hi-res pictures in a simple We Transfer link is best. Dropbox is ok, but it’s a bit laborious clicking back and forth to get into the next folder. When I see a folder of clearly labelled photos on We Transfer, I breathe a huge sigh of relief.
Is there a best time to pitch to you?
It’s nice to know about things as early as possible. Even if you don’t have all the info yet, just give me a nudge and a brief idea of what it is so I know to save some space in the magazine. Trying to cram something in last minute doesn’t always produce a good result.
Are you open to being pitched via twitter or other social media channels?
Social media is not for pitching story ideas.
What’s the best way to build a relationship with you?
Buy me a cup of tea and spend 20 mins telling me all about your brands in a simple, clear way. Buy me a cookie to go with the tea and you’re my new best friend!
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