Focus on Pukka with proprietor Sarah Viles

Pukka is a bimonthly magazine for women in York, Harrogate and Leeds. It covers fashion, bars and restaurants, hair and beauty, property, motors, shopping, arts, music, business, and gadgets.

This week, FeaturesExec caught up with proprietor Sarah Viles to discuss the magazine in more detail, and to find out how she works with PRs.

About the publication:

Tell us a bit about Pukka Magazine:
PUKKA Magazine is a fantastic bimonthly magazine focusing on essential style for women. We are a regional-based magazine with a national twist covering York, Leeds and Harrogate with the latest style, fashion, music, places to be seen and interesting gossip from some of our favourite celebs of the moment.

How do you differ from other media outlets in your sector?
We aim to please both our readers and our advertisers and focus purely on women’s interests instead of the general lifetsyle sector. We please our readers with plenty of things to read and competitions and our advertisers with a great balance of advertising editorial ratio.

Describe a typical reader for us:
A typical PUKKA Magazine reader would be aged between 25-40, work hard to have the finer things in life or have a luxurious lifestyle because they have been born into this situation. They like to be ahead of the crowd and be seen wearing the best clothes and in the best places. They like to spend money but also like a bargain.

What stories are you most interested in covering?
Fashion, celeb interviews.

How do you decide the content and headlines?
As a team we look at our competitors and what they are running with to try and be slightly different. This way we can always stay fresh and initiative and keep ahead of the game.

How does the editorial process run? Do you have specific days when you focus on different aspects or is the planning on a much more ad-hoc basis?
More on an ad-hoc basis, we do plan a lot of major features that need planning months in advance. However, with the local info will usually be working right up to the deadline to make sure that it is fresh for the launch date.

Do you produce a features list?
We do have a features list but this may change from time to time to fit in with what is going on around us.

Do you use freelance contributions, and if so, are they for any particular section/type of work?
We use various freelance contributors as I believe each journalist has their own special fields of work and can produce more quality pieces of work if they believe in what they are writing about.

About PRs:

Do you work closely with PRs?
We work with a number of PRs and are always looking for new opportunities to work with new agencies.

What’s the best starting point for a PR who wants to tell you about their client?
I would say send us an email and tell us why you believe your client would appeal to our public, can we product check a sample so we can give the readers our feedback?

Are you interested in press releases and, if so, how do you prefer to receive them?
Yes, press releases to be sent again via email please.

When is the best time for PRs to contact you & when is your deadline for contributions?
By email at any time. Contributors need to send us material at the beginning of each month.

Do you have a PR pet hate?
No, not yet.

About you:

Describe a typical day for us:
A typical day would be checking all emails first off and prioritising them or handing them out to any relevant parties. Then checking through the diary, attending appointments with clients and keeping all admin up to date.

What is the best or worst thing about your job?
I love my job – I think it is just the streamlining of wearing so many different job role hats that makes it sometimes stressful.

Where have you worked previously, and how did you end up in your current position?
I have tried for many years to establish a great publication after working in advertising for over 13 years and get to where I wanted to be. I don’t believe these things happen overnight and many things happen to set you back and are sent to try you.

What’s the best advice you’ve ever been given?
That what don’t kill you can only make you stronger!!!

A phrase I use too often is…

If you weren’t doing this, what would you do?
I would be relaxing with my family.

What’s your idea of a relaxing day off?
Going to the health spa with the girls or spending time with my lovely husband and gorgeous children.
[img|jpg|Pukka magazine]

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