Think Like a Luxe-Life Scout for South Florida’s Ocean Drive

Ocean-Drive-articleIf Ocean Drive editor-in-chief Jared Shapiro isn’t sure of the age demographic of his magazine’s luxury-loving set, it’s because, as he puts it, “in Miami, you can be 23 or you can be 80 and [still] go to the clubs.” What he does know is that all but a piddling 1 percent of the mag’s readership have “liquid assets of $750,000 and up.”

What content interests those readers? Stories on places to burn through their money, for one:

The culture section is always in need of content. “Hottest Ticket” covers a big concert or play and generally runs 500 to 600 words. Pitch this if you know Fleetwood Mac or Justin Timberlake is coming to town; particularly if you can score an interview. The “Taste” section covers new restaurants, chefs, trends and more — most pieces average 450 words. “We’re starting to do a lot more sidebars, as so many restaurants and bars and stores and buildings are going up. So sometimes [the story] can be 1,000 words, plus a 500-word sidebar,” said Shapiro.

For more, including editors’ contact info, read: How To Pitch: Ocean Drive

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