Laura Fenton joined Budget Living around the time of its October 2002 launch and was promoted this past June to assistant editor. She is involved in the magazine's entire
conception and, more specifically, handles the "Making It" and "Designer Challenge" sections. She also helps to steer the "Home Interior/Home Furnishing" features. In less than a
year Budget Living has garnered some serious buzz -- is it any wonder, considering the magazine title juxtaposed against the torpid economy? -- and recently announced it was
boosting its guaranteed rate base later this year to 450,000 from the current 400,000.
Fenton's Bugaboos
- Knowing the space. The Budget Living office in New York is, in real estate parlance, rather cozy. So don't send any unwieldy packages that will just frustrate the staff.
"We just don't have the space," says Fenton. "We get a lot of large, strange things." So be familiar with the editorial calendar so you know when to send a product for editorial
consideration. For example, one PR pro killed his chances of hitting the note when he sent a pitch about children's toys -- a full month after Budget Living's Gift Guide ran in
December. - Budget cuts. Fenton says it's crucial to understanding Budget Living's M.O. The magazine caters to people who are budget-conscious, but covers products/services that are
stylish and au courant. For example, it's hard to pitch a sofa for anything less than, say, $1,000. But pitching a funky alarm clock in the same price range won't cut it. They
have to be products that make sense and would appeal to a young, hip audience. "It's not about the price but something that is very affordable, with a modern sensibility," Fenton
says. "It doesn't have to be urban, but that's a style we aspire to." - Ready for close-ups. "We love pictures," Fenton says, enthusiastically. If you're pitching any kind of product be sure to include a digital image in an initial e-mail,
something that Fenton says many PR pros fail to do. Also, she notes,"If it's a new purse we'd probably like to see the purse," she says. "It's easier to see things first and, if
we like it, can get on the telephone."
What works: It helps Fenton if PR execs can come up with a host of pitches that she can possibly pass on to other editorial staffers. "We love people who love the magazine and
are on top of things," Fenton says. This way, if you don't have any luck with Fenton you'll have a "What about...?" response ready to go that Fenton can pass along to another
editor.
Contact: [email protected]