As an interior designer or architect, getting your project published in the glossy folds of a magazine or book is a very rewarding and validating experience. Here are some of my thoughts on the process.
The Look:
Consider the types of magazines and books that best suit your design and style and those who share your aesthetic. Research back issues of magazines to figure out to find out what kind of stories they have run in the past year or so. While a magazine will vary the features they run, they will have a definite range of story types they seek to publish.
There are four broad categories of shelter magazines:
Regional Magazines: San Francisco Magazine, California Homes
National Magazines: Elle Decor, House Beautiful, Architectural Digest
Trade Magazines: Interior Design
Special Interest Publications: Woman’s Day Kitchen and Bath
The Politics of Publication:
The process of selecting a project for publication can be idiosyncratic. Magazines strive to be fresh and fashionable, and with over 12,000 magazines in the US, they also need to be competitive with one another.
Here are some of the things that an editor will consider when selecting a story.
-An editorial calendar may set set story needs in supporting a special advertising drive.
-A certain color or style may be in or out of fashion or needed to set the tone of the issue.
-Your submittal is pulled together well and your dealings with the publication are timely and professional.
-Your project not only looks great but translates well photographically.
-You are able to get permission needed from client or homeowner.
-The publication has not run a similar project recently.
Your Submission:
Your submission letter should be short and sweet and should be presented in bulleted format with the location, scope, and a description of the project. Enticing the editor with photography can be as simple as your own digital snapshots or as elaborate as a highly produced and styled professional photo shoot. Great projects speak for themselves but some projects can gain advantage with a strong visual narrative that a professional photographer can help to create. For a feature you will need to send 4 to 10 photos that have a similar feeling.
It is also important to understand which department or editor is the most appropriate to send your project to. Look on the masthead, the website, or call to get the name and correct spelling. As you compile your list of contacts understand that they are always changing and at times you may need to “re-connect” with editors and familiar magazines. Editors are always busy and on deadline so if you do not hear back from them do not take offense. Instead, make a follow up phone call to gage the level of interest in your project. After this you can decide to send your story to another publication. Always be cordial in your dealings with editors and do not expect your material to be returned to you.