Ask an Editor: Kelli Lamb, Editorial Director RUE
RUE magazine announced today that—along with their acquisition by Danny Seo—they will launch the first print issue of RUE in January 2021, and I'm bringing you an exclusive video interview with newly promoted Editorial Director Kelli Lamb!
Now before you think RUE doesn't apply to you, they cover much more than design. For over ten years, they have been "the pathway to stylish living," which includes entertaining, travel, beauty and style.
We here at The Storied Group love to use lifestyle and design publications as a fun and unique way to shine the light on your business—like this feature we secured for the founder of ghee company, Fourth & Heart or this gorgeous feature of Blinking Owl Distillery, or this travel feature we secured for Golden Door or this feature for Pamela Salzman sharing a recipe. I even announced our company name change in this bar cart story!
What do all those features have in common? Gorgeous photos. Which we talk a lot about in the video.
Like last time, for those who still want to read text, I have broken down The Short Story below in five quick takeaways.
But trust me, you're going to want to watch this entire video. Getting face-to-face time with an editor is a luxury, and Kelli spills all the do's and don'ts if you want to be in the magazine.
Just keep in mind that every magazine is different. The rules of RUE might not necessarily apply at other publications—except for the part about photos. Oh yeah and she pretty much 100% confirmed everything we tell our clients about getting published. That felt good.
Sipping a Chai Latte over here,
Molly
1. Are we exclusive?
When it comes to home tours or entertaining stories, RUE wants the exclusive—meaning they want to be the first outlet to publish it. Of course there are sometimes exceptions, but you should always ask before you pitch other outlets. And for goodness' sake, if you have already secured press elsewhere, you need to be upfront with the editor about this from the beginning.
2. But what about sharing on my own social media?
RUE (unlike many publications) doesn't mind if you have shared a photo or two on your social media, but err on the side of caution. Save your best shots for the magazine reveal. Kelli emphasizes that getting a magazine feature should be debuted with great fanfare and the first time people have seen it before!
3. Who are we talking to?
The RUE audience is made up of stylish people who aren't afraid to spend money making their homes feel special. RUE covers a broad range of design styles, but stays away from anything too formal The RUE audience doesn't really respond to DIY/crafty content or kid's rooms. When it comes to entertaining stories, they need to be accessible—in other words, elevating the every day. Not a highly produced, expensive event that costs as much as a wedding.
4. Print vs. Online
The print issue will be made up of features that have a full story to tell. Timing will also come into play. Print magazines have a longer lead time (a few months), so if it's a story that needs a fast turnaround, they will rely on digital. Having a print issue will also give them a chance to feature more one off rooms (such as a Rooms We Love).
5. What makes you say YES to a story?
Other than just a gut feeling, your photos hold they key. Kelli suggests that you develop a rapport with a photographer that has a similar style to what you want and work with them again and again so that you develop a report and a way of working that brings out the best in the space. You want the space to feel warm, cozy and take the reader on a journey through the home.
