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How to get your interior project featured in magazines like Belle and Real Living

January 15, 2014

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It’s every designer and stylist’s dream: seeing one of your jobs showcased on the pages of a glossy magazine. But trying to achieve it can often feel like hitting your head against a brick wall. I asked the editors of Real Living and Belle โ€“ two magazines with very different aesthetics โ€“ for their top tips on how to give yourself the best chance of being featured.

Real Living's Deb Bibby
Real Living’s Deb Bibby

Funnily enough, their advice wasn’t that different. Deb Bibby, editor in chief of Real Living, said: โ€œItโ€™s not hard at all if you pitch the right story for the right demographic. Sometimes, for example, the style of photography isn’t suitable for Real Living but sadly the home is perfect. Or it might not be styled the way we like to reflect a home. So your team is crucial and each magazine is different.โ€

Neale Whitaker, editor in chief of Belle and judge on The Block, adds: โ€œTo be honest, thereโ€™s no formula. It is simply a case of whether the interior being sent for consideration is the right fit for Belle. The best advice I can give is to monitor the pages of Belle and look at the style of homes we publish. Iโ€™m always astonished at how many interiors we get sent that are totally wrong for the magazine, indicating that the designer (or home owner, architect, developer) rarely, if ever, looks at Belle!โ€

Belle's Neale Whitaker
Belle’s Neale Whitaker

So clearly the top tip isn’t rocket science, it’s simply to make sure you do your homework. โ€œActually buy the magazine and take time to understand its aesthetic,โ€ says Deb. โ€œMagazines are a changing beast โ€“ we are still being pitched homes that look like Real Living 2005, so I know they havenโ€™t bothered to look at the magazine. Get familiar with each magazineโ€™s style โ€“ a Real Living house is very different to a Belle house or a House & Garden house. Get your pitch right or get your style right for that particular mag.โ€

With Belle only publishing 50-to-60 houses per year from approximately 1,000 submitted annually from all around the world, its rejection rate is very high. Real Living, on the other hand, is, according to Deb, โ€œliterally screamingโ€ for content, especially good Australian homes. โ€œSometimes the content supplied just doesnโ€™t fit our look and feel โ€“ thatโ€™s not to say itโ€™s not great content, it could be perfect for another publication. Neale Whitaker often sends through houses that are not spot-on for Belle but perfect for Real Living, and vice versa. Please keep the houses coming! My email address is published in the magazine so the door is always open.โ€

belle

So, in their editors’ own words, what exactly are these two leading magazines looking for?

โ€œReal Living is looking for a home that has a design feel to it but at the same time is relaxed, happy and accessible,โ€ says Deb. โ€œWe love a homeowner who has an innate style, reflecting our younger demographic. We need all the information about the products within the home from the tiles through to the bed linen. Our readers love to shop a look so it can be frustrating if we canโ€™t track down particular items for them.โ€

Neale says for Belle itโ€™s actually a diverse mix, but the emphasis is always on quality and creativity. โ€œBelle’s bias is generally towards the decorative. Itโ€™s a clichรฉd phrase but yes, weโ€™re looking for wow factor.โ€

It isn’t necessary, as you might assume, to have a professionally styled and shot home before submitting. โ€œSnapshots are fine, because if an interior is right for the magazine it will shine though, regardless of the form of the submission,โ€ says Neale. โ€œOn a practical note, we prefer interiors to be sent through as โ€˜storyboardsโ€™ or as a collection of PDFs in a single email rather than individual emails, one room at a time. Lo-res images please! We can always go back for hi-res later. And if the file is huge, itโ€™s a worthwhile courtesy to let us know in advance that itโ€™s being sent. Thereโ€™s nothing more frustrating than an inbox being jammed with huge files of unsolicited submissions.โ€

Also, don’t expect an immediate response. While Neale promises Belle will always get back to you, it might take a while. โ€œWe get inundated and it may take several days to respond, especially around deadline time. Following a submission five minutes later with an email saying โ€˜what did you think?โ€™ (and yes, that happens all the time) isnโ€™t a great start.โ€

real living

Deb says a follow-up, within a reasonable timeframe, is okay. โ€œWe get so many emails each day they can get lost in the email stream (I am guilty of this) so chasing is good (well chasing me is good). Having said that, if a house comes through thatโ€™s great, I can guarantee you Iโ€™ll be on to it in a flash and chasing you relentlessly!โ€

Don’t be offended if they say thanks but no thanks. Belle’s policy, for example, is that an honest โ€˜noโ€™ is far better than a dishonest โ€˜maybeโ€™. And always wait for a no before offering the home to another magazine. โ€œWe only feature houses exclusively, as do most magazines,โ€ adds Deb.

Last but not least, Deb’s 3 top pieces of advice:

  1. If you specifically want to feature in Real Living and you are already getting the property shot professionally yourself for website use later, then it would be great to call up and ask us for a recommendation on photographer and stylist team prior to the big shoot.
  1. The look and feel of the shoot can make or break it for us. If you are pitching to magazines in general, quick snaps are best and then let the magazine commission the shoot, that way they use their team and itโ€™s pretty much a definite to feature in an issue.
  1. When shooting snaps, please show us pulled-back interior shots so we can understand the entire space in context. We donโ€™t need to see styled-up vignettes at this early stage. Plus, always try and get the homeowner on board โ€“ Real Living loves to have the owners in the shoots. If this is not possible then we might request that the designer or architect of the home be featured.

 

I hope the above advice is useful and good luck!

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About Jen Bishop

Jen Bishop is our owner and publisher and an experienced journalist and editor. Interiors Addict has been her full-time job for more than 8 years. She is married to Damian and mum to Sebastian and Charlie.

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Reader Interactions

Comments

  1. AvatarMadge Reader says

    January 15, 2014 at 3:01 pm

    I had always wondered about how they find content. What a great read ๐Ÿ™‚

  2. AvatarLaura Dro says

    January 16, 2014 at 5:23 am

    This was so great to read! I don’t have an entire house ready to be featured but would love to share my artwork and studio space with Real Living…will try going forward with these tips! Thanks Jen!

    Best!
    Laura
    http://www.lauradrodesigns.com

  3. AvatarSammi says

    January 16, 2014 at 10:48 pm

    Dear Jen – thank you for the insider tips and interesting story. Love that you are posting new content daily, I have a permanent browser window open with your blog.

    • AvatarJen Bishop says

      January 16, 2014 at 11:05 pm

      Thanks Sammi! That’s high praise indeed! Happy reading! Jen

  4. AvatarJJ - 84thand3rd says

    January 16, 2014 at 11:01 pm

    Great tips for any mag really! Do your homework and pitch solid but not necessarily fait accompli to give the mag the ability to have a bit of input. Love your insider track Jen. xx

    • AvatarJen Bishop says

      January 16, 2014 at 11:06 pm

      Thanks JJ! x

  5. AvatarMarina Spark/Organicinteriors says

    January 16, 2014 at 11:32 pm

    Wow! Great read, very helpful!
    Thank you Jen.
    It would be great if you could feature more tips and tricks like this for the designers.

    Marina
    http://organicinteriorsaustralia.com
    http://insideandoutinteriors.blogspot.com

    • AvatarJen Bishop says

      January 17, 2014 at 12:22 am

      What sort of stuff would you like to read about? I’ll see what I can do!

  6. AvatarChon says

    January 20, 2014 at 5:44 pm

    Do you think that has just got to be designers / stylists? If your partner was a builder would that generate interest?

  7. AvatarCharis James says

    January 22, 2014 at 4:01 pm

    Thanks Jen fab article lots of great tips!!

    Charis

    • AvatarJen Bishop says

      January 23, 2014 at 4:05 pm

      Thanks for inspiring the article!

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