Essence, which calls itself the black women’s bible, is ripe for PR pitches. With 1.5 million issues in print (and 1 million online), this pub reaches a large, niche audience.
Editors at Essence want PR folks to know that they are inundated with press releases, so pitches need not be generic. Be sure to thoroughly research the brand before delivering your pitch:
“The number one thing I want publicists to know is that yes, Essence is a magazine for black women. Our mission statement is ‘We tell black women’s stories like no one else can.’ But,” [deputy managing editor Dawnie Walton] stressed, “you still need to know a little bit more about the brand than just pitching anything having to do with black people in general.” Also helpful: pitching to the right person. Take a look at the masthead and know who covers what to make a press release or story suggestion more targeted.
For more, including editors’ contact info, read: How To Pitch: Essence.
The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.