According to the media database Cision, there are, currently, 1,329 journalists in the UK alone, who in some way or other, write about homes and interiors brands.
This includes 749 at consumer magazines, 270 writers for online outlets (online versions of magazines and newspapers), 264 bloggers, and 46 on the desks of national newspapers and their supplements.
These journalists produce copy for outlets stretching from influential style-bibles such as Elle Decoration and World of Interiors, through the mid-market homes and interiors sector: Mailonline.co.uk, House Beautiful, 25 Beautiful Homes etc. Then there’s the niche blogs, like Lobster and Swan, and the lifestyle publications which feature interiors as a section – think of your glossy regional magazines.
Here’s a just a few from that list to be going on with:
Online:
| Apartment Therapy |
| Mail Online |
| Which? – Which.co.uk |
| Student Room, The |
| Cosmopolitan.com |
| Remodelista |
| House & Garden – HOUSE |
| Dezeen |
| Londonist |
| DIYnot |
| Luxurious Magazine |
| Style.it |
| Country Life Property Blog |
| White Company Blog, The |
| House Beautiful – housebeautiful.co.uk |
| UKTN |
| Which? Conversation |
| Life In A Breakdown |
| Love Chic Living |
| Idealhome.co.uk |
| Country Life – CountryLife.co.uk |
Print:
| Metro – Home and Property |
| Evening Standard – Homes & Property |
| WINGS |
| Atlantic, The |
| Which? |
| Daily Telegraph – Property (supplement), The |
| Good Housekeeping |
| John Lewis Edition |
| Times – Bricks & Mortar (supplement), The |
| London Property: Central & South |
| Sunday Telegraph – Stella, The |
| Sunday Telegraph – Features, The |
| InStyle |
| Saga Magazine |
| House & Garden |
| House Beautiful |
| Your Home |
| Wallpaper* |
| London Glossy |
| Élite |
| Homes & Gardens |
All of these outlets, from the Evening Standard with it’s massive audience, to niche websites which can claim maybe a few 1,000 views per month, have one thing in common which should matter to you: they have built an audience of readers/consumers who are actively interested in buying homes, interiors and gift products.
And the most powerful exposure you can get in these outlets is for free.
That’s right. In future blogs I am going to be show you how to generate powerful free editorial coverage for your own products. It’s not difficult. In its most basic form, doing this is a question of putting the right thing in front of the right person at the right time.
But first, there are things you need to know about the media landscape. You need to understand the kinds of editorial opportunities which exist, because this will help you to focus your efforts so concisely, that not only will you waste no time, you will be delivering journalists exactly what they need – and that is only going to make them your friend.
As I said above, there are currently, according to Cision, 1,329, people writing about homes and interiors products in the UK. That translates into a heck of a lot of opportunities.
And in the coming blogs I’ll be sharing the industry secrets to ensure you can capitalise on the right ones for you and your brand.
