Focus on The Posh Review with editor Luba Patlakh

The Posh Review is an American-based website covering the lavish lifestyle and has readership in the USA, Greece, the UK and India. It is edited by Luba Patlakh, who we caught up with this week. Find out Luba’s plans for the site, and how she’d spend a day off – if she’s lucky enough to get one!

About the publication:

Tell us a bit about The Posh Review:
Founded in 2009, is a site that is dedicated to everything stylish, elegant, and exclusive. We look for unique topics of all varieties that denote a lavish lifestyle for all. We stand for all luxury, eco-friendly, special, or unique products; restaurants, stores, or brands that fit our luxe friendly atmosphere.

What was your motivation behind the launch?
I wanted to get the site’s name out – its an incredible entertainment & lifestyle tool.. people read with pleasure and learn new, enticing things!! I am still planning my “official” party launches in various cities… the dates TBA.

How do you differ from other media outlets in your sector? sets out to not only entertain readers with exclusive insider information on expensive and luxe life, but also expresses the way posh people give back – the philanthropy section of relates to non-for-profits, fundraisers, and a variety of organizations looking to be recognized for their important cause. Posh people know how to use their money by means of helping others. We also highly idolise green luxury and a “go-green” way of life.

Describe a typical reader for us:
Men and Women 16-75
Shop online 2-4 times a week
Live comfortably: 30% targets an audience who look to online media for innovative posts, interesting topics of mixed variety – that is both able to intrigue them, quench their daily thirsts for the newest items, and also allow them to escape the real world into a luxury land where everything is fabulous and posh.

What stories are you most interested in covering?
Everything!!! I don’t have a favourite because everything I cover is part of a luxurious, unique, and sophisticated lifestyle. That is my goal – to cover those topics and themes.

How do you decide the content and headlines?
It’s all about creative imagination and what I feel will appeal most to the readers. I take some time and brainstorm and see what fits best.

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?
Currently, it’s on a first-come first-serve type of basis – either I pick from what’s been sent to me or I decide “ok today we will focus on going green or luxury weddings”…then I research the topic and create the articles based on our focus. In this type of media outlet you can’t really plan what’s next, you go with the flow – new things are out and spoken of on the daily hour!! But that’s what makes it fun and hectic in editorial, things needs to be out asap- you want to be the first website people can read about the media highlight- latest and greatest things.

Do you produce a features list?
As of now I only have certain topics that have features and their lists are compiled at the end of each week and produced at the beginning.

Do you use freelance contributions, and if so, are they for any particular section/type of work?
I do use freelance contributions, depending on the topic and relevance…not for any particular section (anything goes).

About PRs:

Do you work closely with PRs?
Yes, I would like to work with PRs more closely, but I am building a huge database now.

What information/input from PRs is most useful to you?
I am interested in receiving press releases and event information about luxury lifestyle – beauty, new brands, fashion, products, cars, yachts, art exhibits, unique lifestyle, philanthropy, technology, weddings, designers, travel, eco-luxury (going green), children, and pets.

What’s the best starting point for a PR who wants to tell you about their client?
Feel free to contact me, I am open to all suggestions and interested in hearing about your clients!

Do you have a PR pet hate?
Not at all.

When is the best time for PRs to contact you & when is your deadline for contributions?
Anytime is good. I will get back to the e-mails as fast as I can. I usually like to be very on point with responding to my contacts quickly and expect the same turn around, I want to make sure everyone is serious and do not want to waste time – I do not have a specific contribution deadline as of yet.

About you:

Describe a typical day at work:
Each day I open my email to find press releases, enquiries about the site, people interested in writing, advertising, just receiving information – so before I begin writing for the day, I try to get back to everyone in an orderly fashion. Then I research – choose topics, sort through releases and samples and write, write, write! Sometimes I find myself in my chair for 6 straight hours and the time flies! At midnight each night I try to post new article so they are up for the next day as soon as possible!

What do you love about your work?
It is always something new, I am someone who loves to explore and write. I meet new people, network with PRs, marketers, media agencies, brands, explore them, research them, and write about them. I LOVE IT!

Where have you worked previously, and how did you end up in your current position?
I worked for Oxford University Press in NYC, ABC’s Good Morning America Weekend Show in production, event planning for several Public Relations firms, international beauty, and charity organizations. All the while I always held freelance writing gigs (I love to write) and eventually in this economic state, I decided to create my own website and that is how was born!

What’s the best advice you’ve ever been given?
Stick to your project, especially if you are passionate about it…even if something isn’t happening right now, be patient, work hard and it will!

A phrase I use too often is…
“Everything happens for a reason”

If you weren’t doing this, what would you do?
Oh man…if I could choose…I would always do this on the side but I would love to have a TV show or a wedding planning business.

What’s your idea of a relaxing day off?
What’s that?? I work 7 days a week. In fantasy world, a relaxing day off would begin by sleeping late, enjoying a cup of tea or coffee outdoors in the sunshine, followed by a massage and time by the beach.

[lnk||_self|The Posh Review]
[img|jpg|Luba Patlakh and The Posh Review]

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