In the hot seat:
Scarlett Russell: Entertainment Editor at The Sunday Times Style
- 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.
- 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.