Insight into The Sunday Times Style with Scarlett Russell, Entertainment Editor


In the hot seat:

  • Scarlett Russell
    Entertainment Editor at The Sunday Times Style

Scarlett's Week:

  • Her main job is to book the cover stars.
  • Interests and focus include entertainment, film, music, TV and celebrities.
  • Best day to meet or for screenings is Monday — quiet day in the office. Can’t get to Soho. At London Bridge or The Ned.
  • Email is best for initial contact. Once working together, then phone conversations are better.
  • Does regular slots on Radio Five Live, and appears frequently on other stations. Hosts The Side Hustle podcast, and will be doing more podcasting in the future.

The Sunday Times & Style:

  • Weekly team meeting is on a Monday.
  • Newspaper conference is held on a Tuesday.
  • Scarlett’s weekly meeting with Style Editor Lorraine Candy is on a Thursday.
  • They go to print on Thursday for the following Sunday.
    • Scarlett works about six months in advance.
  • Demographic: 38/40-65 female.
    • Readers love anything about marriage, divorce, dating, career stories.
    • 92% of readers only consume information about fashion and beauty products from Style.
  • The team use google analytics and SEO trends to tailor content to what their readers are searching for.
  • The special issues run in March and September.
    • Themes are trends, accessories, fashion and men.
    • Summer issues focus on music and festivals.
  • Everything in print is repurposed online.
    • Want to be doing more stand alone online features.
  • Competitors = Vogue, Grazia, Elle, Stella, ES Magazine, Stylist.

Top Tips:

  • Having a strong fashion link helps. They want to be diverse and inclusive of everyone – champion a variety of people, but they must have a connection to the fashion world.
  • If you need an answer fast, let Scarlett know up front so she can reply promptly.
  • When pitching, mention where in Style you envisage coverage featuring and what other press you have lined up.
  • Only pitch to one person in the team – they all talk!
  • Funny male writers do very well.

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