 |
March Interview: Melissa Walker of ELLEgirl
Melissa Walker, Senior Editor of ELLEgirl magazine was kind enough to answer several questions from the Sampler's contributors and the Sampler Sampler Community. Below you'll find excellent advice and info about submitting your work for consideration at any major magazine.
Are full-on media kits necessary each time a person sends something to a magazine? Would a simple sample/photo and description be sufficient?
Honestly, if the item appeals, an email with a photo is enough for me. If it's something you think an editor has to see in person to appreciate, though, then do send a sample.
What should a media kit contain?
Product description, company history/description, owner bio (if interesting), photos of anything you'd like the mag to consider.
What sorts of things catch your eye when perusing press kits/sample submissions?
I adore things that I haven't seen before. Offbeat, new ideas, trends that aren't so widespread yet (which is why crafters are so great for ELLEgirl--they're always a little ahead!)
What, in your opinion, makes an item "editorially strong?"
For an object, it has to photograph well. Even if it's the coolest thing in the world but doesn't show up well on a page, it won't make it.
How do you anticipate trends? Are trends for teenagers significantly different from those for people in their 20's? Has mass-media proliferation affected the longevity of trends in a significant way?
Honestly, we just look for things we love in the office. Most of us are 20somethings and we find that we like the same things that cool DIY girls (who we hope are reading us) are into. Also, we look for things that aren't fly-by-night trends, but just cool. All the time. Always.
Should i send a press release *every* time something happens at the site, or would that actually turn her off?
Really look at the mag you're pitching and tell us where your item might go. For example, ELLEgirl has an editors' pick page called "Wish List" and we're all always looking for our item-of-the-month to put on that page. So sending me something amazing and saying, "Maybe for your wish list pick?" would really impress me. Learn the names of the pages you want your item to be on, and tell the editor--that can be as simple as flipping through the mag at B&N.
What's the process used in selecting items to feature from the kits and samples they receive? Who (this may be plural) decides?
In general, I think it's the fashion dept market editors who look through everything and then show stuff to the editor in chief.
At ELLEgirl, the fashion dept gets most of this stuff, and they match up things they like with the types of trend pages they're working on (for example, we just did Pirate trend, Old Hollywood, Madras...). If something fits, it might go in. We also have a $30 and under page that is themed each month (a great spot for DIY companies to get in, b/c price points are usually lower than other fashion companies). Contact for that (and general acessories contact) is Suzanne Singer, ssinger@hfmus.com.
At ELLEgirl, the fashion dept gets most of this stuff, and they match up things they like with the types of trend pages they're working on (for example, we just did Pirate trend, Old Hollywood, Madras...). If something fits, it might go in. We also have a $30 and under page that is themed each month (a great spot for DIY companies to get in, b/c price points are usually lower than other fashion companies). Contact for that (and general acessories contact) is Suzanne Singer, ssinger@hfmus.com.
One other tip, if you have something you think is really cool and you don't want to get lost in the mix (Fashion gets like 30 packages a day): send stuff to assistant editors and editorial assistants. They spend more time with what they get in the mail, and are more likely to pay attention to it.
How long do they hold onto press kits and samples?
Months! We file them away and wait for a story that will work... if we like the items.
How do you decide exactly who to address a sample to when you're sending it in? Do you just send it to the magazine, or should you choose a specific person who works there? What documentation do they want with it?
Choose a specific person (see my notes above about assistants--they will also be helpful in routing to the right person if you're unsure).
How does someone submit art samples to get an illustration job for a magazine?
Usually, an art assistant looks at portfolios. Illustration jobs are few and far between, but we keep a file of illustrators we like in case a job arises. Probably most mags do the same.
