On the cutting edge

1. Scott Murphy, Editor-in-chief Beats

Target audience?

Teens and up. We find teens are reading to improve their English while older readers are no doubt reading to get a bit of variety into their lives.

Main focus?

All forms of entertainment, both local and international. Who says you have to restrict yourself to one city just because you live there?

USP?

Take your pick: we're free, an English language monthly and devoted to entertainment.

Preferred PR approach?

People who know the mag and specifically want to pitch a story that's relevant. An informed call or email about a visiting film director or hot act is infinitely preferable to a clueless cold call about a handbag party for socialites and the model du jour.

Worst time to contact you?

The last week of the month!

Preferred day in attending events?

Monday or Friday evenings...

Deadlines and materials?

Preferably before the 20th of the month.

Dos and don'ts when approaching you?

Act like you've read the current issue. Be informed and not vague. Know how a potential article might play out or read. Remember to call us BEATS not BEAT. Don't call us "that music magazine". Don't pitch us like the article is an exclusive when you're actually calling up every outlet in town for coverage.

Best PR approach so far?

There have been several. Without being specific, I'd say, a sincere call or email pitch, followed up by having a product sent over or personal access to an artist, followed by gratified compliments on our well written, unbiased article (laughs).

Your attitude towards a free lunch?

Hey, if we're actually free, there's certainly nothing wrong with it!

 

2. Zach Hines, Editor HK Magazine

Target audience?

We're going for affluent, young-ish professionals, between 20 and 40. Our readership is mostly educated local Chinese people and about 30-40 percent expat residents .

Main focus?

The focus is simple: Hong Kong -- what's happening in Hong Kong this week, what are people talking about in Hong Kong, what are they tearing down in Hong Kong, etc.

USP?

"You'll know exactly everything that is happening in Hong Kong this week. Or your pizza's free."

Preferred PR approach?

Just being kind and clear really works.

Worst time to contact you?

We're a weekly. We're out every Friday. We close the next week's issue the Friday before. Friday is the deadline day. So Friday is basically a bad time. Especially in the evening when the deadline grows immensely more frightening.

Preferred day in attending events?

Not Friday!

Deadlines and materials?

You would want to get in things a week before our deadline --- in other words, two weeks before the issue date.

Dos and don'ts when approaching you?

I guess the best way is to just spit it out. And you don't REALLY need to put your press release in a giant mock treasure chest filled with crystals and USB drives, but sometimes that's nice.

Best PR approach so far?

Good, old-fashioned phone calls will always work the best. Or you might try an email in 22-point font. Maybe disguise it with a subject line like, "CONGRATULATIONS! You've qualified for our FABULOUS prize!"

Your attitude towards a free lunch?

Sounds great! When?

 

3. Dominique Rowe, Editor Juice

Target audience?

Affluent, sophisticated and creative minds interested in a ‘Western' lifestyle. Age between 20-35.

Main focus?

Urban/ street culture.

USP?

JUICE is the only free magazine available in all the major fashion retail outlets. We are also Hong Kong's only free glossy magazine dedicated entirely to street culture.

Preferred PR approach?

Email and or a follow-up call.

Worst time to contact you?

As a monthly magazine, the best time to contact us is the beginning of the month.

Preferred day in attending events?

Friday night. Saturday is for friends and family.

Deadlines and materials?

Second Wednesday of the month.

Dos and don'ts when approaching you?

Be confident. Know your product and know your target. Too much information is not helpful.

Best PR approach so far?

We were invited to New York Fashion Week, but shortly before the departure date, they informed us that they had made a mistake with the numbers, and we were left behind.

Your attitude towards a free lunch?

Did someone say free?

 

4. Jayce Chan, Editor Metropop

Target audience?

25 to 45-year-old, middle class.

Main focus?

Infotainment, including culture, film, dining, fashion, beauty and digital trend.

USP?

Free and high quality.

Preferred PR approach?

By email.

Worst time to contact you?

Morning.

Preferred day in attending events?

Thursday and Friday.

Deadlines and materials?

Before every Friday.

Dos and don'ts when approaching you?

Nil.

Best PR approach so far?

No Comment.

Your attitude towards a free lunch?

May be you can organize a media tea gathering.