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Four times a year, the editors of Offspring magazine aim to deliver strategies to help readers launch new ventures - in raising kids, that is. The magazine, spawned
from Hearst Publications and Dow Jones, is part of the SmartMoney magazine family tree. Editors pride themselves on a non-fluff approach to their niche, sticking to the
tagline: "the magazine of smart parenting." The editorial staff is small enough to give the magazine a homey feel - and snail mail still reigns supreme. Articles tackle serious
subjects surrounding child education and development, social issues, healthcare and finance. (PRN, April 3)
Offspring's circulation is 200,000: newsstand circulation is 167,000; pre-sold subscriptions are 65,000; and distribution through pediatrician and OB/GYN offices is
25,000. Issue dates for 2001 are as follows: March/April (on sale Feb. 6); May/June (April 24); Sept./Oct. (Aug. 14); Winter (Oct. 23). -Marisa Torrieri
Content/Contacts
Recent articles such as "Alternative Medicine: How Safe Is It?" and "Is Your Child's School Good Enough?" exemplify the magazine's no-nonsense tone. You won't find headers
such as "Finding The Perfect Baby Name" here. Executive editor Amy Virshup says Offspring's approach is more reportorial than commentary.
While the weather might be cold outside, PR pitches this month should sing of spring. The winter 2001 issue - which includes a gift guide and features on charter schools and
early brain development - just closed. The next issue to pitch is March/April 2001, which will include a parent's guide to the Internet as well as features on child depression
and picking the right pre-school.
Non-strategic content is uncommon in this book, but is not completely excluded. The March/April issue will also include a spring fashion section, and plans for the May/June
2001 issue include a special design package on what's cool now in kids' furniture.
While the masthead boasts several contributing editors and reporters, it's best to first contact Virshup, executive editor Walecia Konrad or editor Stuart Emmrich by phone or
postal mail (see above). Editors can be reached electronically via [email protected].
Pitch Tips
Offspring has a two-month lead-time, and editors welcome kid-related pitches about medical research, new studies and trends.
The editorial calendar is a good starting point for learning about the magazine's focus for the next year. You can find it by clicking on "Media Kit" at the bottom of the home
page, http://www.offspringmag.com; then click on "Editorial Calendar" at the bottom of that page.
Snail mail pitches are favored over e-mail, Virshup says. The reason: there is no beat system. Emmrich, Virshup and Konrad sort press releases and distribute information on a
case-by-case basis to the appropriate writer or editor, so paper is best.
The preferred etiquette is to send a letter or press kit by mail, then follow-up with a phone call.
Virshup says she shares most editors' main pet peeve, "when people don't really read the magazine and they send you something really inappropriate and follow up and bug you
about it."
Comments
If you think your new product would be perfect for the magazine, take heed. Pitching a product is tricky, as the publication is only quarterly.
"If there's new medical research or anything like that, we're interested in it, but one of the problems we have is timeliness," Virshup says. "I get a lot of product pitches
but only a small amount we'll be able to use. Generally we'll get back in touch with people if we're interested."
Given that the magazine prides itself on offering sound parenting recommendations, your pitch should tell the editors why your product is important to their audience (i.e., why
the product is essential to child-rearing, or why the product is the best in its class).