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How To Pitch: All You
Pitch advice-driven features with plenty of affordable tips and ideas- February 16, 2012
Circulation: 1.5 million
Special issues: Health and fitness (Jan.), fashion and beauty (Sep.), holiday entertaining (Nov.)
Background: The new tagline, 'Enjoy life for less,' sums up the mission of All You's editorial content: to focus on practical, realistic and affordable ideas for the average working mother strapped for time. Since its launch in 2004, that shtick has made it a go-to mag for the sale-surfing woman who is savvy about her spending but doesn't want to compromise quality in order to save a few bucks. She can have both -- at least, the good folks at All You think so. "We really look at money saving as a prism in all of our coverage, whether it's a health story, a fashion story or a product story," explained former executive editor Susan Spencer. "We help women save money in all areas of their lives."
That eye on affordability sets its content apart from neighbors on the newsstand and keeps All You from being lumped in with the hefty market of women's publications. Its core readership is ladies ages 25 to 54, the majority of whom have children at home, and the editorial staff is passionate about ensuring that the needs and interests of those women are represented on their pages. To stay true to that effort, readers are heavily involved in the shaping of content. The pub has a database of 30,000 women who have signed up to become "Reality Checkers," a dynamic group who test products, suggest article ideas, inspire stories and offer everyday tips.