In today’s interview we talk to Scott Manson, editor-in-chief at Aston Greenlake publishing, editor of Meze Magazine and editor of soon-to-be-published Tempus Magazine. Scott reveals exactly what makes his luxury lifestyle magazines different to the rest and what is to be expected of new publication Tempus, launching early this month.
About your publication:
Who reads it and how many of them are there?
Tempus is the new ultra-luxury publication for watch collectors and enthusiasts throughout the UK, Russia and Middle East. Written by the world’s leading watch and luxury journalists, Tempus offers a fresh and unique insight into today’s premium timepieces. It also connects directly with the hearts and minds of its high-net-worth readers, providing intelligent, thought-provoking and aspirational content on other aspects of luxury living, including motors, jewellery, yachts, travel, fine dining and fashion.
Each 100 page issue has a carefully targeted distribution of over 14,000 copies, ensuring readers are reached in venues and destinations where they have time to enjoy the magazines at their leisure. 50% of copies are distributed to the database of pioneering London jeweller Frost of London. This consists of individuals who have recently purchased luxury watches, fine jewellery or prestige phones (Vertu, TAG, Goldvish) from the New Bond Street boutique. As you can imagine, having access to this kind of high-end database is an editor’s (and potential advertiser’s) dream!
Tempus is also available to guests who are staying in luxury suites in
the most prestigious hotels in London, including The Dorchester, The Savoy, Claridges, The Grosvenor, The Connaught and The Landmark.
It’s also available to those flying to and from the UK via private jet and first and business class passengers flying with Etihad, Emirates, Cathay Pacific, Gulf Air, Singapore Airlines and BA.
Tempus can also be found in some of London most exclusive private members clubs.
What subjects do you cover? What stories are you most interested in covering?
Watches, travel, cars, fashion, accessories, food and drink, wine, art, yachts – all with a luxury slant.
What makes you different from the other outlets in your sector?
There are several watch magazines out there, but they tend to focus on the technical aspects of fine timepieces and can be a little one-dimensional. Ours is a wider offering; offering not just in-depth coverage on the world’s best timepieces and watch brands, but also providing compelling content on other aspects of luxury living.
How do you decide the content?
We generate all ideas in-house, although we do have a couple of luxury consultants who give us a steer on particular trends in the market.
Do you produce a features list?
Not at the moment, although we intend to have one up and running from issue 3.
About you and freelance journalists:
Do you pay for contributions from freelance journalists?
Not at the moment.
Do you work closely with PRs or do you keep them at arm’s length?
We do work closely with PRs and I’d like to encourage responses from those promoting relevant luxury brands.
If you could make one change to the way PRs deal with you, what would it be?
This may be a cliché but, like most clichés, it’s a cliché because it’s true. PRs should always be fully up-to-speed with what constitutes correct content for us.
How should a PR approach you about their client?
An initial email to email@example.com and then follow it up with a call to 0203 056 6900.
What information/input from PRs is most useful to you?
Info on watches, luxury products and trends, restaurants, wine and spirits, travel, motoring, art exhibitions and interview options with notable types from the world of luxury – from top chefs to business leaders.
When is the best time for PRs to contact you, and what is your deadline for contributions?
PRs can contact me from 9am onwards, and we go to press around the third week of every month.
Describe a typical day at work: What are your editorial duties/responsibilities at the outlet (e.g. commissioning, subbing, features, interviewing)?
Arrive, fire up computer, watch email inbox filling up and head off for a strong cup of coffee. Answer anything urgent and file the rest. After that I’ll usually skim read various luxury and watch websites, plus any interesting blogs, noting anything that might work as a feature or front section idea.
After that, I’ll catch up with our deputy editor Lizzie to go through where we are on production. If we’re near the beginning of the production schedule and deadlines aren’t looming, I might allow myself a lunch with a PR or a member of the team, otherwise it’s heads down and a sandwich at the desk.
The rest of the day is taken up with a mix of subbing, page proofing, commissioning and generally ensuring the smooth running of Tempus.
What interests you most about your job?
Finding fresh angles on stories, meeting fabulously interesting people and creating something beautiful.
Where have you worked previously, and how did you end up in your current position?
My editing career began with Ministry, the world’s biggest dance music magazine, followed by Loaded magazine. I then moved to become editor of BA’s High Life and, more recently, was in the editor’s chair at Ace Tennis, the magazine for British tennis. The latter was nominated for a number of editorial awards, gaining a ‘highly commended’ at the British Society of Magazine Editor awards in 2010. In terms of travel, I’ve recently written a number of travel features for The Guardian and, for the last five years, have edited NetJets – the magazine for private jets customers. Freelance writing includes travel and luxury pieces for the likes of Sunday Times Style, Mr and Mrs Smith, Superyacht magazine and many more.
Do you tweet? Why, why not?
We’ve been so busy launching a magazine that we’ve yet to start our Tempus twitter feed. Watch this space, though.
If you could time travel what time would you go to?
The future, obviously. It would be fascinating to head 100 years ahead – a truly mind-blowing experience.
[img|jpg|Scott Manson ]