![]() ![]() Gift guides have longer lead timesĭid you know that print national magazines traditionally have a 3-4 month lead time? BUT when it comes to holiday gift guides, that lead time can extend to over 6 months? If it’s in an airport newsstand, it’s probably a print national. ![]() Print national magazines are the ones you can find anywhere in the United States, think Real Simple, Men’s Health, Cosmo, Better Homes & Gardens. ![]() The editor is already scouting holiday gift guide content and will start officially working on guides in June. Did they get holiday gift guide placements? Use this peer research to start making your targeted media list with the publications and editors that are a good fit for your products.Įxhibit A- to the left is a text correspondence between my team and I from March 17th. If you don’t know where to start head over to the press pages of some of your competitors. To take advantage of all these media opportunities you’ll want to start researching publications sooner rather than later. The 55 Best Christmas Gifts Ideas for Her to Unwrap This Holiday Season published by Men’s Health includes 55 product placement opportunities, and this isn’t their only gift guide. Men’s magazines will basically never feature home goods, beauty products, textiles, jewelry, etc., except around the holidays. This magazine is in fact a great media opportunity for businesses that make sustainable products.Īnother example I always like to give. But, as you can see, organic spa magazine’s December cover prominently features their holiday gift guide, which includes products ranging from lighting, to an organic cotton apron, to a marble coaster, an essential-oil-based candle, and a vegan leather-covered ice bucket. You can find gift guides in niche titles you would normally not be able to work with.įor example, you wouldn’t typically think of a spa magazine as a great media opportunity for products. Once a year, publications that typically don’t feature products or include shopping round-ups, like a fitness magazine, for example, open their pages for product coverage. Holiday gift guides are unlike any other kind of product PR If you want the benefits of this great media opportunity you’ll want to get organized and get started early. Since I’ve been successfully securing gift guides placements for over ten years, I wanted to put together some tips about holiday gift guide pitching, specifically, how and why the timing for pitching for gift guides is so different than all other media outreach. But, from a media perspective, they’re actually much closer than you might imagine. I know the holidays can feel really far away if you’re reading this post in March, April, or even July. One year, our sister firm, Wolf PR got so many gift guide placements for one of our clients, that they pulled their giftable products apart from their furniture line and started a whole new website! That’s why we put together a super niche free workshop all about how to build brand awareness with holiday gift guide press. Holiday gift guides are the biggest product PR opportunity of the year.Īnd since these shopping features coincide with the time of year when consumers spend the most money, holiday gift guide placements can have a big impact on your end-of-year sales goals. ![]() Publications like Buzzfeed, for example, create dozens of holiday gift guides each year, and the guides cover a huge range of products - everything from beauty products, to consumables, to tech gear, to home goods, to pet products, and more. A quick “holiday gift guide” search in your favorite publications will reveal many guides from years past. If you sell products and you’re still wondering if holiday gift guides should really be a priority amongst the trillion other things you have to do in your business… our answer is yes, absolutely.Īlmost every magazine, blog, and newspaper you can think of publishes a least one holiday gift guide, and most publish several. But, to successfully secure these features you have to start holiday gift guide pitching early. Why? Because holiday gift guides have more products per page than any other media features. What’s interesting is how this trend trickles down into press opportunities… because the holidays are also when my team and I secure 3-5x the amount of press placements for our clients. Many of my retainer clients make the *majority* of their sales in the four weeks before Christmas. The biggest time of year for consumer spending is the holidays. ![]()
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