Mail    Print   Share Share

How To Pitch: Clutch

Provide 'girlfriend commentary' on non-Kardashian topics

- July 17, 2012
Unique monthly visitors: 360,000
Special issues: None

Background: If ever there was a Cinderella story in the online media space, it would be the Clutch fairy tale, except instead of being a flaxen-haired, slightly oppressed princess-in-the-making, our heroine would be an intelligent, introspective young black woman with style sensibilities to match her sharp wit. The mag launched in 2002 as a regional publication in Michigan, but founder and editorial director Deanna Sutton is quite candid about why that initial effort crashed and burned after just four issues: "I didn't know what I was doing," she admitted. "So I stopped it and went back to corporate America."

Five years later, Sutton revisited her vision and pursued Clutch again out of a dual-edged necessity: It gave her a positive, creative outlet to focus on as she healed from her father's death and helped to fill the void in the 18-34 year-old market. "Clutch was originally more fashion and beauty, because I was really into that at that time. As time progressed and I was trying to get the site to be more known, commentary became our claim to fame: girlfriend commentary," she specified, adding that the hallmark of the site is a mixture of pithy, have-you-ever-noticed topics and intellectual analyses on anything a young, Black woman would be interested in, which could, in essence, be anything.

Fresh off a redesign that focuses on one feature daily, the site has grown by leaps and bounds, but Sutton says she's still very attuned to what will appeal to her target audience. "I can tell when Clutch is not going the way it should go, because the traffic drops and commentary gets slow. Things are not going to hit all of the time," she said, "but I know what readers like. I know I can't talk about Kim Kardashian. I know I can't talk about [model] Amber Rose. There are certain topics that are going to cause a fight if we try to go there." So, Clutch focuses instead on the 1,000,000,001 other subjects that are relevant to readers' lives....

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.

Email
remember me
Password
forgot your password?