Making News

(October 2008)

Media Tour Fever Continues

K&A Closes out the Quarter with an October Visit to New York City

 

Check out our day-by-day recap of our latest trip to some of the most influential consumer media in the world.

 Day 1:

The K&A team arrived into the chilly Big Apple on October 6th just enough time to settle-in, assemble gift bags and head out for the first appointment of the trip. Destination – Loft Life Magazine, a new magazine offering a Loftstyle Guide to Life in the City. 

 "LoftLife is a map to facilitate the latest wave of urban renewal. We are launching during a pivotal time-period when Atlanta's downtown population is rapidly growing. The desire for open space, good design, and a cultural community coupled with the presence of endless traffic, an increasing environmental conscience, as well as the anonymity and seclusion of the suburbs are the main reasons people are opting for a lifestyle of loft living," states publisher Joe Resudek.  

At Loft Life, we were met by two journalists who emphatically thanked us for reaching out and coming to see them.  We were informed that the 2nd issue of the quarterly publication would be out the following day and available on newsstands for the very first time.  During our meeting, we gave a thorough presentation of K&A’s clients and the top trends in the industry today. 

Because Loft Life is a new publication, we inquired about their vision, tone and outlook for the future.  We were happy to hear the vision isn’t set in stone as of yet, giving K&A further leverage to supply content for consideration and acquire editorial coverage.  The magazine was launched in response to witnessing the upswing in the loft/condo trend, not only in New York City, but all across the country, including places like Atlanta, Denver, Nashville, Austin, Charlotte, Boston and more.  The publishers attribute the downtown revitalization trend to consumers’ desire to avoid incurring rising fuel costs, Americans’ growing eco-consciousness, and their desire to be near the heart of a city’s action.     

Following our first meeting, K&A was invited to attend the launch party for Loft Life, scheduled to be held in Atlanta on both Thursday, October 9 and also on Friday, October 10.  Of course, two K&A PR associates were eager to offer to attend the launch and further develop essential media relationships. 

Day 2:

After recouping from day 1, we were rearing and ready to face the day.  We started the day as bona fide ‘bag ladies,’ as each of us carried 6-7 bags chock full of press kits and goodies to offer as gifts for editors.   

Signature Kitchens & Baths marked our first meeting of the day.  We went over new product developments and gained an insight into the effects the fledgling economy has on the publishing world.  At our next appointment, we met with prominent This Old House.  K&A was informed of the magazine’s impending re-design, scheduled to launch in 2009.  The new look and feel is attributed to the result of reader research.   Our trusted insider conveyed the continual importance of kitchens and baths, which will always be a staple of the magazine.  Also, budget-friendly pieces are of continued concern to readers, so products with different price points will continue to be featured, thereby allowing readers to pick a product that best suits their budget.   

This Old House will soon focus on a new trend of built-ins (bookcases, entertainment centers, window seating, etc).  In addition, closets will become a central topic in upcoming issues, as well as oftentimes neglected spaces, such as attics, basements and laundry rooms.   At the final appointment of our day, we met with editors from Woman’s Day and their vast array of Special Interest Publications, as well as Ty Pennington at Home.  They had a marked interest in kitchen and bath products, as well as all things green. 

Day 3:

The final conclusion of our trip was met with excitement, anxiety, delight and nervousness all at once.  Our last appointment of the trip was with Country Living, owned by Hearst Media Corporation – one of the nation’s largest diversified media companies.   

Once inside the acclaimed Hearst Tower, we were enthralled by the beauty of the new building – the greenest building in New York to date, which is a Gold LEED certified building.  It is the world headquarters of the Hearst Corporation, bringing together for the first time their numerous publications and communications companies under one roof, including among others Cosmopolitan, Good Housekeeping and the San Francisco Chronicle. 

Once we passed the Fort Knox-like security, we were on our way to meet with an editor in a conference room overlooking an unsurpassed NYC skyline.  In the meeting, we were pleased to hear about their keen interest in curb appeal.  We were also happy to hear of their plans to travel to industry trade shows, so we will be sure to invite them to visit K&A’s clients’ booths.  We informed the editor of a private showroom tour already in the works for Cucine LUBE. 

 The next day in the office, we immediately began follow-up with the editors.  Among the top interest from the publications were, EverLife’s PermaShield technology and Eternal’s hybrid water heater technology. 

Stay turned to www.kleberandassociates.com for our next media tour coming early 2009!

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