A week at The i Paper with Sophie Lam, Travel Editor

Home PR Insights A week at The i Paper with Sophie Lam, Travel Editor

In the hot seat:

Sophie Lam: Travel Editor at The i Paper

Sophie’s Focus:

  • Sophie is the main contact for all travel at the i
    • Covers all print, digital and commercial
  • Meetings are really important to Sophie as relationship builders
    • Quick coffee in the office is preferred place to meet
  • Can be swayed by “urgent, hot news”
  • Sophie doesn’t work on Wednesdays
  • She works 4-6 weeks in advance when commissioning stories
  • Email is preferred method of contact, doesn’t like phone calls
  • Press trips need to be over a weekend

The i Paper:

  • A DPS runs every Monday and Wednesday for travel
  • Friday is the deadline for Monday pages
  • 7/8 pages run at the weekend
  • Daycations will be more an area of great focus for 2020 travel trends
  • i readers are particularly interested in under touristed areas and Scotland and Wales are always very popular with readers
  • They have a small budget so only use a small pool of freelancers
    • Prefers news to come through to her as opposed to going directly to freelancers
  • Family travel is ¼ of what is written about in i
  • The Arts team tend to focus more on destination pieces (museums and galleries are included in this)
  • Freelancers for i prefer group trips as they can get 2/3 stories from one trip
  • Round ups are planned 4-6 weeks ahead but are also dependent on the weather

Top Tips:

  • Likes and reads all press releases but can only give feedback to stories she will feature
  • When pitching you need to grab attention quickly and have all the information needed presented quickly
  • Only include images if they are relevant to what’s being pitched
    • Small and low res within email are preferred
  • Always include a How To Book in the factbox, readers love this
  • Friday and Monday are the best days to pitch
  • Finds exclusives a really big turn off!
  • Recommends including expert opinions on stories as well as survey backed pitches

What The Reader Likes:

  • Readers are passionate about the environment, love the UK, are price conscious
    • Very high end isn’t suitable
  • Readers are averse to trends. They are well travelled but like hearing about new things
  • Design is not overly important to the reader however they enjoy staying in nice places
  • Dog friendly stories are the most popular readers

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