This week’s editor interview is with Neil Frame from The Nudge, a digital lifestyle publication for Londoners.
About The Nudge:
What subjects do you cover?
The Nudge mainly covers new restaurant and bar launches, events and entertainment in London. It also broadly covers lifestyle and travel, particularly featuring topics of interest to its (largely male) subscriber base.
What stories are you most interested in covering?
New restaurant launches, bar launches and entertainment in London that will appeal to young professionals in their 20s/30s who have disposable income and an appetite to experience the best of what’s new in their City.
What makes you different from the other outlets in your sector?
As a digital lifestyle publication distributing its content by email (on a daily basis) the Nudge can be compared to other “daily mailers” out there.
The main differences are, firstly, that that the Nudge is predominantly aimed at a refined and professional male demographic and, secondly, the site has a private review platform built within it. The platform allows members to keep track of anything they’d like to do or experience – whether we’ve featured it or not – and to exchange reviews with friends whose opinion they trust.
How do you decide the content and headlines?
Deciding what to feature comes from understanding our readers and tracking which of our emails they positively respond to (and forward on). Our content is often aspirational but, importantly, always obtainable.
The homepage shows what has been featured over the previous few days. Headline features tend to change each day, to match what’s been emailed to our members. However if we’ve arranged a particularly attractive benefit for our members then that may remain featured on the homepage for longer.
Do you work closely with PRs or do you keep them at arm’s length?
We like to work as closely as possible with those PRs who have clients that match the needs and interests of our members.
How should a PR approach you about their client?
We’re always happy to receive pitches and suggestions via email initially. If a client has been around for a while then we can only feature them if they can offer something unique to our members that others can’t access: that may be a spot on the guestlist to an event they’re running, an off menu cocktail or meal or any other type of promotion or perk.
When is the best time for PRs to contact you & what is your deadline for contributions?
The best time is always as far in advance as possible – certainly in advance of any mainstream press coverage. It’s almost always impossible for us to feature anything that has already been widely covered by the press.
What interests you most about your job?
I’m interested by London, and what’s going on within it. I’m also very interested in our members – why they join; what they like about the site; which content they respond best to; the ways in which they do and don’t use the site.
Where have you worked previously, and how did you end up in your current position?
I previously trained as a lawyer at a firm in the City before becoming operations director for a property investment fund and flatsharing company. And then the Nudge was born…
What’s the best advice you’ve been given?
Bite off more than you can chew, and chew like buggery.