10 Ways to Catch an Editor’s Eye (What to Send Press)

Wondering what the press needs to consider your work in editorial? Yesterday at 2 p.m., I took part in a webinar for JCK Events to offer some insight into exactly what editors need. Here’s a recap of the most salient points of what I personally need as a trade—not a consumer—editor.

Editor’s note: I’ll update a link to the webinar here when it’s available. Those interested can also hear insights into the consumer side from More magazine’s Sarah Gerrish.

Update: Here is the link to listen to the webinar.

An online promo from JCK Events touting its "How to Catch An Editor's Eye" event held yesterday.

An online promo from JCK Events touting the “How to Catch an Editor’s Eye” event held yesterday

  1. Professional pictures of product on a white background. Every jewelry story begins with a clear, great photo.
  2. Description of items in pictures, including metal types, carat weights of stones, and suggested retail prices. Send this material to me at JHeebner@jckonline.com. JCK’s readers—retail store owners—need to know what they’re looking at and how much your pieces should retail for.
  3. Send these items a few times a year.
  4. At trade shows, offer editors flash drives with images of new pieces being debuted at that show and/or a line sheet of new pieces or collections. Alternatively, email links to images or line sheets via Dropbox. No paper, please.
  5. Undersand that trade editors largely write about lines that are available for wholesale. If you or your client does not wholesale, then a story about a new collection not available for wholesale purchase is not entirely relevant to JCK readers.
  6. Purchase a subscription to JCK’s print magazine, and consider subscribing to JCKonline.com, the free daily electronic newsletter. If you want to read our publications only when your work is shown, then sign up for a Google Alert. Alternatively, read the entire print issue for free online each month.
  7. Press releases are summaries of possible story ideas sent by publicists and vendors. Simply writing a press release does not mean your company or client will be the subject of editorial coverage. Stories are written when an editor thinks a subject has value for a reader (JCK’s reader is a jewelry store owner).
  8. Email pitches and pictures of new products to me at JHeebner@jckonline.com.
  9. Remember that editors are inundated with requests daily. With daily deadlines to meet, it’s impossible to respond to every email.
  10. Before every story, journalists ask, “Why will my reader (for JCK, the jewelry store owner) care about this story? What will he or she glean from it that will help him or her make more money or better run their businesses?” Ask yourself the same questions before sending a pitch.

The Style 360 blog is your editorial source for the newest jewelry, trends, market analysis, trade show insights, designer profiles, and more.