Media Interview with Caroline Nodder, editor of Drapers
What is Drapers?
Drapers is aimed at people who work in the fashion business and has a very broad audience, ranging from boutique owners to senior management within the large high street fashion chains. We have 8,000 subscribers to our weekly magazine and 70,000 unique users on our website drapersonline.com.
What subjects do you cover? What stories are you most interested in covering?
We cover anything that affects the fashion industry in the UK, ranging from new brand and product launches through to advances in technology within the e-commerce sphere. We also cover seasonal trends and offer advice for buyers on what consumers are buying.
What makes you different from the other outlets in your sector?
We are the only title to cover the whole sector – including menswear, womenswear, young fashion, footwear and accessories – from a business perspective. We are also the first each season with the trends and products, providing a first look at what the key fashion brands are going to be doing six months down the line.
How do you decide the content?
Our expert team of journalists plan the content.
Do you produce a features list?
Yes, its online at the Drapers website.
About you and freelance journalists
Do you like freelance journalists to get in touch with you directly to pitch ideas? And if so, how?
Most of our freelance contributions are commissioned from freelancers with a particular area of expertise – for example, technology or design. But we do accept relevant pitches; in the first instance they should go to our deputy editor Ana Santi via email and should include a synopsis, with a timescale for turnaround, and an outline of rates charged.
Name the three most important attributes that make a freelance journalist stand out for you and would make you use them again?
Speed, accuracy and expertise.
About you and PRs
Do you work closely with PRs or do you keep them at arm's length?
It depends how good they are.
If you could make one change to the ways that PRs deal with you, what would it be?
Stop calling to see if we are using your release – if it's any good then we'll call you! And if you're trying to sell your client in to Drapers then subscribe so you know what we do.
How should a PR approach you about their client?
Call the appropriate section editor directly.
What information/input from PRs is most useful to you?
Exclusive news, or access and interview opportunities with big design and fashion retail names.
When is the best time for PRs to contact you, and what is your deadline for contributions?
Thursdays or Fridays (our press day is Wednesday) and deadlines vary but are usually three to four weeks before the issue date for features.
Describe a typical day at work: what are your editorial duties/responsibilities (e.g. commissioning, subbing, features, interviewing etc.)?
Like most journalists, I don't really have any typical days! Every day is different and I might be out interviewing a top retailer one day, presenting our digital strategy to the board the next, and at a trade show the day after, live tweeting and covering the key looks via Instagram.
What interests you most about your job?
I actually enjoy the people side of it – building a strong team and watching them develop.
Where have you worked previously, and how did you end up in your current position?
I started out on the newsdesk of a local newspaper in Manchester called Area News Today, then moved into B2B magazines. I've worked at various times on licensed trade title The Publican, bar trade magazine Theme and briefly on travel title Travel Trade Gazette.
Do you tweet?
Yes, through my own Twitter account @carolinenodder and also through our brand account @drapers. Fashion is a very gossipy business, so social media is hugely popular – we get a lot of our news that way.
If you could time travel what time would you go to?
I'm not a big fan of the past so into the future, definitely. I'd like to see what life is like 100 years from now, how technology has moved on and what the fashions are like. While I was there I'd also read up on some sporting results and place some strategic bets when I come back, of course.