Focus Interview with Yvonne Ainsworth, editor of Eco Home & Garden
Eco Home & Garden is a digital interiors and lifestyle magazine designed to give readers the latest practical and proven ideas on how to live a more eco friendly lifestyle.
Here, editor Yvonne Ainsworth tells us a bit more about the magazine, why she loves her job and how she works with PRs.
About the publication:
Tell us a bit about Eco Home & Garden:
Eco Home and Garden is the brainchild of its M.D. John Ainsworth. Working in the glossy magazine industry he saw first hand the cost and waste involved in putting a magazine ‘on the shelf’. John saw a gap in the market, and in the true essence of being ‘eco friendly’ decided a non-printed magazine was the way forward.
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.
What stories are you most interested in covering in the publication?
We like to keep our readers up-to-date on all things that are affecting our planet, and how they can make a contribution in reducing their carbon footprint. That can cover anything from organic food, to fitting solar panels. 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. We then do a monthly feature on a specific lifestyle area. The rest of the magazine contains our regular features. We also have a Green Weddings Magazine and a Green Travel Brochure on our website. Front covers are very important, we instinctively always agree on what we want, (so far)! 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!
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
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.
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?
Books: Benazir Bhutto, Alexandra- The Last Tsarina.
Magazines: Homes & Gardens, Horse & Hound
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