How to Pitch Series: Rachael Ray Every DayOctober 26, 2015 | By: DCI
This month, Meredith Corporation’s food/lifestyle magazine Rachael Ray Every Day celebrates its 10th anniversary with a new logo, layout and name (Rachael Ray Every Day) set to debut in its November 2015 issue.
We spoke to the magazine’s Beauty and Travel Director Abbie Kozolchyk to get the scoop on how to best pitch and secure travel-related editorial coverage in the publication. Prior to her role with Every Day with Rachael Ray, Kozolchyk covered beauty for a succession of magazines including Fitness, Glamour, Mirabella and Redbook. In 1998, she went freelance to pursue travel writing and contributed to such publications as Conde Nast Traveler, National Geographic Traveler and Travel + Leisure.
- What changes can we expect to see from the November 2015 issue as a part of the magazine’s rebrand?
The most obvious are the new name—Rachael Ray Every Day—and the modernized logo. Their combined effect is a stronger, more immediate connection to Rachael, whom our readers obviously adore. There’s also fresh visual energy throughout the magazine and, to borrow from my editor-in-chief, “even more of Rachael’s fun, passionate approach to food, home, entertaining and travel”.[spacer size=”10″]
- Ten years is a long time these days in the magazine publishing industry. What do you think can be attributed to the magazine’s longevity and sustained popularity?
There’s a huge audience of Rachael lovers, and the magazine’s success attests to that. Readers feel like she’s in conversation with them throughout each issue—so even on pages where the bylines may not be hers, we do our best to channel a certain Rach-iness and maintain that connection.
- What editorial opportunities are available for travel coverage in Every Day with Rachael Ray?
Many! In addition to our Travel List story, which runs in almost every issue, there’s typically travel content in our Word of Mouth section. While the former tends to be destination-driven (say, three surprising wine regions across the US), the latter is a bit more trend-driven (room service going high-tech, for example).
- When a publicist pitches you a travel related story idea, what three things should s/he consider before contacting you?
- Don’t emphasize family travel. It makes the rarest of cameo appearances in the magazine. And though no one actually expects publicists to keep up with every single publication’s travel pages, you’ll totally give away that you don’t read ours if you tout family travel right out of the gate.
- Same goes for far-flung international travel (as much as I love it personally). Our pages tend to stick to the U.S., Canada, Mexico, the Caribbean and very occasionally Western Europe.
- No surprise that the last thing to keep in mind is that showing some familiarity with our pages goes a long way—and legitimately helps you target a pitch. You: “You know that layover tours item you did in Word of Mouth a few issues ago? That made me think this other thing [naturally, involving your client] could be a good fit…” Me: “Do tell!”
- What types of story ideas excite you and motivate you to pursue them further?
Ideas tying destinations to food and drink trends that feel surprising, fun and accessible.[spacer size=”10″]
- Does social media play a role in sourcing story ideas for you?
If we notice a trend on social media that applies to our readers, we’ll definitely explore story possibilities.
- In your opinion, what is the future of travel editorial?
The very idea of editorial is starting to seem quaint, isn’t it? I’m trying to adjust to being a “content producer” whose material will soon have to live as comfortably on Snapchat as on paper stock.