[Mail story] Mail [Print story] Print

How To Pitch For PR: Paper

Get familiar with this indie pub's irreverent tone to score space on its hallowed pages

April 28, 2011
The information in this article is current and accurate

Circulation: 110,000
Frequency: 8 times a year
Special Issues: The good folks at Paper put out special issues aplenty -- the "Los Angeles" issue, the "Fashion" issue, the "Art" issue, the "Social Networking" issue -- but only a few come out the same time every year. The "Beautiful People" issue is always in April, the "Nightlife" issue is always in October, and the "Music" issue is always in June/July.

Background: Poor "indie." As a term, it's been used and abused by brands trying to draw in hipsters intrinsically attracted to its implications of the grassroots, underground anti-mainstream. In the process, independent anything (music labels, publishing houses, and certainly magazines) has been inadvertently lumped into a trap of trendiness. But Paper is the real deal. Founded by editorial partners and co-publishers Kim Hastreiter, a former fine artist, and David Hershkovits, a one-time literature professor, their cooperative brainchild evolved from a fold-out built in the basement of Hastreiter's apartment in 1984 to a full-blown editorial operation with offices, staff and the whole bit. And, some 27 years later, the authentically indie fashion and culture bible remains steadfastly resistant to any wooing by The Man or hard and fast regulation of content.

Paper is also known as a breeding ground for industry talent. Lucky's Brandon Holley worked there once upon a time, as did New York Times columnist Alex Kuczynski. Former staffers have gone to Vogue, Men's Vogue, the Times, and other national pubs, though many -- like editorial director Mickey Boardman, who started as an intern -- have remained throughout the years.


AvantGuild Sign Up Now!Sign Up Now!

The How to Pitch series is worth its weight in gold. In just the first month I'd already benefited enough to consider the cost of joining well worth it. -- Gaen Murphree
AvantGuild benefits give you access to:
  • Premium content, including our How to Pitch Guides, an indispensable tool for freelance writers. view sample >
  • Savings of up to $35 per class on mediabistro.com courses and seminars.
  • Insurance discounts for freelancers and small businesses, including medical, dental, auto and home.
  • Lots of other professional discounts, including ZipCar (a $50 value) and your choice of magazine subscriptions (a $10 value).

... and much more! View all benefits or Sign up now!

Already an AvantGuild member?

Log in here to view the full page.

remember me
forgot your password?