Practicing What I Teach

Do you remember taking classes where you thought the professor's curriculum was stuck in the year they moved from the industry into academia? The same could be said for the mountains of marketing and social media advice out there.
 In 2010 I co-founded Paper-Cut-Project with Nikki Nye and we rely on press to help our paper sculptures reach the niche audience globally who may be looking for, um, paper wigs and accessories. I use the same advice I give readers in Recipe for Press to try and seduce editors to share our story. When I ask our clients, which include Cartier, Hermes, Kate Spade and Christies, how they found us, they invariably report they saw it in print or on a blog!

Editor's Jargon: Fashion or Design Incubator

A growing movement toward fostering the development of local and independent artists and designers is afoot and, subsequently, has become a buzzword. An incubator program truly draws from the word’s origin, to form slowly and protectively, as if hatching or to maintain at optimal environmental conditions.  In order to offer such perfect conditions for an artist to create a line for retail, these programs are often, but not always, run by a non-profit organization where studio space is provided with access to professional equipment, mentorships and tutoring on small business essentials.


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Editor's Jargon: Deskside

What is a deskside? Informal in nature, a deskside briefing is time with an editor to make a face-to-face connection and deepen an existing rapport.

Here is what they are not:

*reserved exclusively for publicists

*an opportunity to “pick their brains” or show every last product in your collection

*long

How do you land a deskside? Assuming you have pitched and placed an idea with the editor, (asking for a deskside before pitching a product or story is a little like asking a teacher for your grade without taking a test) you can request a deskside in a simple email for a time convenient for the editor. But remember, this is a quick meet-and-greet to put a face to a name.The editor may even have to cancel last minute if they are running up against their deadline. It may even take place on a couch in the magazine’s reception area or in their cramped cubicle and it will be short.  So show up prepared with one (and only one) nugget of “new” news, a sample of a new product when possible, and a piping hot cup of coffee (cream and sugar please!) and a smile.  They’ll love you for it. 

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