bts running an indie magazine with caroline rowland, editor of 91 magazine
what’s it like running an independent interiors magazine?
Recently, I was lucky enough to pick the brains of my client and editor of my fave indie mag, Caroline Rowland from 91 Magazine. I’ve worked with 91 on two of their print issues (Issue 14 from last October and the upcoming Issue 15 which lands in April), the lovely e-zines, and have been a reader and fan for much longer. It was such a joy getting to learn more of 91’s story in this chat.
If you would love a glimpse into the world of magazine publishing and some handy pitching tips from an editor, this blog post is for you!
I’ll be back with more “in conversation with” posts soon, but I hope you enjoy!
i'm sure you always have people saying that running a magazine sounds like a dream job... what's your favourite part of your work and what is the most challenging?
It totally is my dream job and I feel so lucky that I've managed to carve this career out for myself. But, it certainly isn't without challenges being an independent publisher. Like most small business owners, I have to take on so many different roles, and I don't just get to be an editor and do the fun creative bit. I also have to do all the sales and marketing, distribution, ad sales, social media, finance, etc. There is a lot to juggle and keep on top of.
I think people would be surprised to hear that one of the most challenging things is simply securing the content for each issue. My team and I come up with our ideal lineup for each issue, but often we don't get replies from the people we approach to feature or there are various reasons why people are unable to take part, so we regularly find ourselves going back to the drawing board.
One of the best bits though is when we have all the content in and my designer is working on the layouts and we can see it all coming together beautifully. I also love it when readers start receiving their copies and I hear from them about how much joy it brings them, that makes the hard work all worthwhile!
so many people don't realise they can pitch to get into magazines, but i'm always telling clients to give it a go! what are you looking for from a pitch as an editor?
Yes, definitely! Remember that editors are always looking for feature ideas, so if you can bring suggestions to us, it makes our job easier! But, the main thing is to really understand the publication you are pitching to and know what kind of content they are looking for. So, for example, in 91 Magazine, we feature mainly interiors of homes, studios, shops, cafes etc. We don't feature a lot of 'product', and what we do feature (in the Wish List and the News pages) we only use high quality lifestyle photography, no cut outs.
Have a really good look through back issues and see which features you might fit in with. In terms of the pitch itself, there is no magic formula, simply a little bit of an explanation about what you are putting forward as an idea, along with a few images is a good start, including any useful links like your website and Instagram. If it is something that is a possibility for us, then we will be in touch to discuss further.
Studio Manifesto, captured for the same Glasgow feature
i've heard you talk a lot about the value of photography; why do you think it's such an asset to a business?
Ha! yes, I do harp on about good photography a lot! I truly believe it is one of the most important things for a business to have. We live in such a visual world these days, where we are constantly bombarded by images, so if your imagery isn't up to scratch then it will be more of a struggle to get noticed. Your photography is used for so much, so it is worth the investment - you will use your images on your website, on your social channels, any marketing material you produce, if you advertise your brand, and of course for PR. The press (both print and online) will always want good, ideally professional imagery, so if you are able to provide that, then your chances of getting featured are so much higher.
I think a lot of small businesses would be surprised at how affordable it can be to get a batch of images by a professional, so it is well worth looking at your options and getting some quotes. And the photographer doesn't even necessarily have to be local to you if it's product shots you are after, as many photographers offer a remote service, where you simply send your products to them to shoot. But, I'd definitely recommend having lifestyle shots alongside your product photography, so portraits of yourself, shots of you working, shots of your creative space and any other visuals that will add to the story of your business.
what are your secret or not-so-secret dreams for the future of 91 magazine?
I would really love to see it stocked more widely internationally, although this has become more challenging since Brexit, and generally shipping costs make it hard. Other than that, (exclusive!) I am toying with the idea of another special edition, possibly next year, but the economic crisis has put the fear in me, as it is a little scary to commit to investing in something, not knowing if people will actually purchase it... watch this space! ;)
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