How to Pitch: T3 Middle East
May 03, 2016 Consumer Magazines
Anil George, Managing Editor of T3 Middle East, spoke with MediaSource about the gadget magazine, PR pitches, and how tech brands can get their products reviewed and featured.
Tell us a bit about T3 Middle East
T3 Middle East is an end-consumer focused gadget magazine and technology portal, which is a franchise of T3 magazine in the UK. We cover ‘Toys for Boys’ - everything from the latest phones and TVs to international tech conferences, gaming, watches and automobiles. Our target group is a largely male 18-40 demographic, with high spending power and a first adopter attitude.
The editorial focus of the title is very diverse - it’s a spread of technology and lifestyle with analytical pieces. So you will find Virtual Reality applications launched at the Consumer Electronics Show in Las Vegas sharing space with a Breitling offering from BaselWorld, alongside in-depth reviews of the latest iPhone. Essentially an intriguing mix of content catering to well-read individuals interested in the tech that runs things.
What are your deadlines – when is the best time to pitch you?
The first 10 days of the month are definitely the best as we still have space to figure out what we can do with potentially interesting pieces in our print edition. For our online portal, any time is good, but working hours ideally - calls from strange numbers in the middle of the night are really not our thing!
How do you prefer to be contacted by PRs?
Generally, I tend to get what is essentially a cold call from an agency pitching a story. I hear them out and ask them (rather politely) to send me an email so that I can go through it. But I would much rather be contacted by email first as it saves everyone a step along the way. Of course, this is not an issue with PR people I know as they understand what works and what may not.
What makes a good PR pitch?
Firstly, understand what T3 Middle East is about, take a bit of time out to go through the portal or the print edition. Then you won’t pitch (as a PR agency recently did) the potential scope of covering an anaesthesia seminar! Also don’t pitch pieces that you know are absurd - like the ‘possibility’ of including a graphics card in ‘your much-looked forward-to Mother’s Day Gift Guide.’ Waste of time for one and all….
What helps a pitch stand out?
Interesting headlines get you started, and a quirky writing style definitely helps. Dull quotes from regional heads (in many cases reproduced from global releases with just a name change) don’t. If it’s an interesting product, a short description will definitely get the process started.
How should brands go about getting their gadgets reviewed by T3 Middle East?
Send us a short brief on the product highlighting a few key points, and try to keep away from the temptation of claiming it’s 'the best' or the 'most unique'. It may be part of your job, but it adds little to your pitch. If it’s an interesting device or idea we can chat about how we can take it further. Simple.
What additional resources/accompanying materials are useful to you?
It is annoying to have to keep following up with PR agencies to get high resolution images or short corporate videos. There are a few agencies who thankfully add a Dropbox link in their emails and I would love it if more agencies did the same - it would make life far simpler.
It is also important to always include prices – if you don’t initially have the prices at launch then send a follow-up email when you do.
What’s the best way to build a relationship with you and your title?
Respect the fact that everybody has routines and deadlines, and do a bit of research on what titles fit the story that you are seeking to promote. Putting out every story in a chain email sheds a rather shady light. If I get a press release with a focused write up and relevant content, I will be very receptive to it. Feel free to send as many infographics and numbers as possible. And please try not to mention which other titles loved the idea and carried a piece!
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