4700 E. Galbraith Road
Cincinnati, OH 45236
513/531-2690
http://www.howdesign.com
The editors of HOW Magazine are a PR professional's dream come
true. "We love PR people; they're the ones who send us all the new
stuff," says Megan Lane, senior editor. The caveat: Your "stuff"
must have a graphic design angle or the editors will pass.
The bi-monthly HOW caters to 40,000 subscribers in the graphic
design community. Lane says she works to offer those readers a mix
of design, technology news and creativity. And naturally, the
magazine is very visual in nature, so any time she can offer
readers lush graphics, she's happy.
Content/Contacts/Deadlines
Each issue of HOW is centered around a core theme - stock
photography and paper, self promotion for design types, typography.
Check the editorial calendar online (http://www.howdesign.com, and click
on the About HOW link to download a pdf of the calendar) for
upcoming issue themes. Lane is always frustrated when PR
professionals pitch her an idea that would have fit perfectly in
the last issue, so peruse the calendar and plan your pitches
accordingly.
Send all pitch materials to [email protected]. This
email address is checked regularly, Lane promises, and it allows
messages to be forwarded quickly to the appropriate person so they
don't get bogged down in one staffer's in-box.
HOW editors need materials six months out from an issue
date.
Pitch Tips
Lane says most pitches revolve around new software, hardware or
other tools for the design process. She's interested in these
updates and also wants to hear about graphic design projects. Most
importantly, "I just want to see the work," she says. Include
visuals and samples whenever possible.
Don't send career announcements regarding art directors or
graphic designers - they don't fit the pub's mission, and by the
time Lane and her team can get them in, they're outdated.
She doesn't mind follow-up phone calls, but keep in mind HOW's
publishing schedule. "There are people who call week to week, and
I'm thinking, I'm not going to think about that topic for a really
long time."
Comments
Given the editors' need for materials at least six months in
advance, the next issue open for pitching is a shoo-in for PR
professionals. The guide to Self-Promotion offers graphic designers
tips on how to market themselves and their work. This issue could
be a great opportunity to get exposure to a brand new niche.
In The Pipeline
Also on the horizon is the November/December Business issue,
featuring profiles of top design studios, case studies and expert
advice from a variety of designers. The issue also will include a
competitive pricing survey.