Savor the Success - Business Network for women entrepreneurs

Many of you refer to Lucky Magazine as one of the ‘Top 10 Outlets I want to be Featured in.' After dispelling plenty of advice to entrepreneurs on how to pitch top magazines, I thought it was time to take action and go right to the source.

I had the pleasure of interviewing Elise Loehnen, Editor-at-Large at Lucky Magazine on the best way to pitch the magazine. Check out the amazing insight she provides for all of you fabulous ladies!

Melissa:  When is the best time to pitch you?

Elise:  Morning. I usually have the most time to look through my email during my commute! But that said, the subject line is key-since I'm on a portable device, and can't read a full subject line, if it's clearly a mass press release, I'll probably skip over it.

Melissa:  How do you prefer to receive pitches (phone, email, regular mail)?

Elise:  Definitely email. I am terrible about picking up the phone. It might just be me, but I'm not good at downloading information that I hear (the office is also distracting!) - it's much easier for me to absorb something written, particularly if visuals are involved (which they invariably are in this industry). Plus, it gives me something to refer back to if I need more information later. And I don't mind follow-ups. Email is non-invasive. Sometimes I miss things the first time around.

Melissa:  What "best practices" can you share with entrepreneurs when pitching your publication?

Elise:  Do your research! I can't tell you how many pitches I receive that have no bearing on what I cover (80 percent?)...not to mention the alarmingly high rate of pitches for things that would never be covered in Lucky (male baldness, sexual dysfunction, diapers...). The more noise that hits my inbox, the less likely I am to see the relevant pitches.

I'm more than happy to forward pitches that are in the Lucky wheelhouse to the appropriate editor, and I'm more than happy to provide the correct contact if someone asks...but most of the info can be gleaned from the masthead and the bylines in the magazine. Those extra research steps really count!

Melissa:  What kind of pitches grab your attention?

Elise:  Personalize, personalize, personalize. No magazine editor wants to cover something that's hitting every other editor's inbox. And if I see a mass press release, I'm likely not going to read it, unless it works into something I'm working on in a small way, or has contact info for something I might work on at some point. I like exclusive, niche-y content, and am much more likely to open something if it seems like it was written specifically for me.

This means a non press release-y subject line, and a working knowledge of what I cover (i.e. Something conversational that indicates that they know I'm the right person for this pitch, and want me to cover it exclusively!) I also like a short, easy-to-parse graph of text that begins the conversation...with extra info and images as attachments. I'm not like many departments, so this doesn't apply to everyone at the magazine - they all have different systems. But in general, if you're looking to establish a relationship and start a conversation with an editor, make it specific to what they cover!!!

Thanks Elise for this amazing insight!

If your product/service/expertise is right for Lucky Magazine, make sure to follow Elise's advice above! Get familiar with the magazine, find the right editorial contact from the masthead or byline, and personalize that pitch! All Lucky staff email addresses follow this format: firstname_lastname@condenast.com

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Get Melissa's eBook on How to Pitch the Media FREE by visiting www.easyprsecrets.com