Focus interview on mygreenlifestyle with editor Yvonne Ainsworth

mygreenlifestyle is a free, digital magazine which launched in April 2009.

Published online on the first of every month, the magazine covers home interiors, food and drink, wellbeing, outdoors, leisure and travel for readers interested in the environment and eco-living.

This week FeaturesExec caught up with editor Yvonne Ainsworth to discuss the new launch, her PR pet hates and why she loves her job.

About the publication:

Tell us a bit about mygreenlifestyle.
After spending eight months writing an on-line eco magazine, I felt it was time to move on to reconstruct a magazine that opens itself up to a wider area of green living.

How do you differ from other magazines?
Simply by being completely on-line, offering a monthly lifestyle magazine absolutely free to our readers.

Describe a typical reader for us:
Most of our readers share our ideology. They are responsible consumers looking for ways to reduce their carbon footprint. I think people who care for the planet are often considered to be a little dull or take themselves too seriously. I don’t think this is the case and I have tried to liven-up this publication.

What stories are you most interested in covering in the magazine?
Keeping up to date with positive moves that help to improve anyone’s everyday lifestyle. Health is very important as we know; money can’t buy health or happiness. Current issues that have a damaging effect on people and the planet. We like to promote products that are as harmless to the planet as is possible in their manufacture, in their usage and in their ability to be disposed of safely.

Do you have specific days when you focus on different aspects of the magazine, or is the planning on a much more ad-hoc basis?
I like to work on one feature at a time but it usually ends up on a more ad-hoc basis.

How do you decide the content, front covers and headlines?
The content is governed by the time of the year, and other influences like current relevant issues. We do a monthly features and regular features. We also cover Green Weddings and Green Travel.

Front covers are very important, they are nearly always decided far too close to deadline for my liking! Headlines are generated by stories, I come from a newspaper background so I have to temper myself a little.

Do you produce a features list?
Certainly, I hope you have it!

About PRs:

Do you work closely with PRs?
Very much so. I have made some really good contacts with people who I enjoy working with.

What information/input from PRs is most useful to you?
Product information, press releases and good images, which are crucial to a digital magazine. Feedback is also quite nice.

What’s the best starting point for a PR who wants to tell you about their client?
Email or phone me.

Do you have a PR pet hate?
Well the line “my client doesn’t have a budget for this” can get a little tiresome!

When is the best time for PRs to contact you & when is your deadline for contributions?
We normally go live the first day of every month, because we don’t print, we can go pretty close to the wire. Although the sooner I have copy the more comfortable it is.

About you:

What are your editorial duties?
I write most of the magazine myself, so I decide on the content, competitions and supplements. We have some professional contributors, for reviewing wine, cars, property and gardening. I get the magazine together ready for our page designer to come in and make it look the business.

What do you love about your work?
I enjoy being involved in a subject I believe is important, and being able to shape the magazine into something I think has some value. Having the freedom to write what I want and working when I want is quite liberating. I have met and have dealings with some very interesting like-minded people.

What books are on your bedside table, magazines in your bag or blogs on your screen?
Alison Benjamin & Brian McCullum
[img|jpg|Yvonne Ainsworth]

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