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Posts Tagged ‘Real Simple’

Pinterest and Punchfork: A Food PR Dream Team

Pinterest recipesLast week brought news of the first acquisition for Pinterest, the newest big player in the social media/promotion game. The company’s first get is a recipe bookmarking site called Punchfork (haha), and we feel like the two might just be a perfect pair.

We’ve all noted how Pinterest provided new life to visually-oriented lifestyle magazines like Martha Stewart Living, Cooking Light and Real Simple. What do these titles have in common? Recipes–lots of ‘em, presented in impeccable style.

According to Wired, Punchfork made a name for itself by “pull[ing] recipes from popular food blogs”, organizing them in a Pinterest-inspired layout and allowing users to search by item and filter by factors like ingredients or dietary needs.

The Punchfork site will soon shut down; its founder and CEO has already moved to Pinterest and will devote his future time to ensuring that the pin site remains the king of online recipes.

Our take? This acquisition reinforces the fact that any and every food-related property–be it a cooking site like Serious Eats, a major magazine like Southern Living or a top restaurant/chef that occasionally shares recipes–needs to get on Pinterest, pronto. In fact, we feel confident in saying that even the finest restaurants could benefit from sharing some simple how-tos with the public.

In other words, PR pros with food industry clients should take note. Oh, and while we’re on the topic, here are our 12 Pinterest Tips from Magazine Pros.

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12 Pinterest Tips from Magazine Pros

As a way of continuing the 12/12/12 theme this week, we’ve compiled 12 tips for using Pinterest based on the collective expertise of two magazine brands that have enthusiastically adopted the platform: Real Simple and Glamour.

At the MPA Digital: Social Media conference on Thursday in New York, Kathleen Harris, managing editor of RealSimple.com, presented lessons learned over two years of using Pinterest. She also noted that it’s “where the bulk of our referral traffic comes from.”

Later Mike Hofman, digital managing director at Glamour.com, appeared on a panel about Pinterest. He described it as a “vehicle for lifestyle inspiration, and said Glamour even “re-engineered our website to be more like Pinterest.”

“If you’re not on Pinterest as a magazine brand, you’re not relevant.” That was the assessment of another panelist, Dick Porter, EVP of media sales at Meredith Corporation. Pinterest isn’t a fit for every company or brand, but others can still learn from these magazine brands’ experience.

The advice below makes it appear easy, but applying these tips may prove more elusive. While the examples concern brands that almost exclusively target females, these pointers can also be adapted by gender neutral and male oriented brands.

Our twelve tips:

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Figuring Out Where to Pitch Your Stories

This week brings another helpful post from our friends at Muck Rack: This one is all about how to figure out which magazines and blogs will be most receptive to your pitches (we know from experience how difficult the process can be).

The individual mentioned in the post was recently involved in user testing sessions for the product he needs to promote, so the following list of tips is especially relevant to brands with upcoming product testing sessions–but it could also apply to those with established customer/fanbases. You know, the kind of brand loyalists who wouldn’t mind having you contact them for input.

Essentially, the tips boil down to figuring out which publications the members of your target audience read most often. This may involve contacting said audience members directly—but that’s usually less stressful than the pitch process, right? The steps:

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Print Mags Are Back on Top…of Pinterest

So...heavy...You may have heard the news that the public’s long, sordid love affair with print magazines — those prime drivers of the recycling/waste management industry — has come to an end. And yet, scruffy upstarts like Martha Stewart Living, Real Simple and Better Homes and Gardens seem to have gained a new lease on life by way of a fancy new social media site called Pinterest. Sound familiar?

Let’s review the numbers: Social media analytics experts ZoomSphere tell us that print mags occupy at least 15 of the top 50 spots in the fast-growing Pinterest brand hierarchy, with Real Simple currently sitting pretty at number 3. How do they do it? Visualization. These magazines’ art directors know the game and play it well; anyone who has ever read a Real Simple recipe on an iPad can confirm that it’s a lovely, eminently shareable thing.

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Pitch To The Point For Real Simple

Real Simple is looking for all products that will make life easier for its 8.8 million readers. Think new fashion, home and beauty ideas for the busy everywoman — and, no, vibrators do not count.

Deputy editor Noelle Howey says, “It’s knowing how to make the pitch and the type of product. So, all the publicists who send me information on sex toys could probably stop now. I get a lot of those.”

Publicists who pitch to a specific section or column have a better chance of grabbing an editor’s attention, and what’s the best way to learn those sections? Read…the…magazine.

Get more guidelines, plus a full list of editors accepting pitches here.

MONA ZHANG