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Focus interview on The Knitter, with editor Juliet Bernard

The Knitter launched in January 2009 and is aimed at the more experienced knitter who is also interested in fashion and lifestyle. The monthly magazine is published by Bath-based publisher Future Publishing. This week, FeaturesExec caught up with editor Juliet Bernard to talk knitting, fashion and PRs.

About the outlet:

The Knitter launched in January, tell us a bit about it: The Knitter is a new magazine in a successful market. A sister title to Simply Knitting, The Knitter is for more experienced knitters looking for a challenge but who are also interested in fashion and lifestyle stories. We will bring them the best and most creative designs from around the world in the form of our own commissions, book extracts and supplied patterns. We will also be covering a wide interest base in our editorial. Each issue is based around a theme or trend which has been taken from the catwalk. Describe a typical reader for us: Our typical reader is probably in her 40s with a reasonable disposable income for whom knitting is her main hobby. She knits for friends and family as well as herself and is always looking out for something new and interesting to knit. She is fashion-conscious and design aware. What stories are you most interested in covering in the publication? Mostly knitting related but with a bias on style or with an exclusive angle. How do you see the magazine developing in the months to come? We will continue to strengthen our own commissions and will be looking to develop editorial content. How does the editorial process run? Do you have specific days when you focus on different aspects of the magazine, or is the planning on a much more ad-hoc basis? We have planned our trends through to Spring 2010 but we plan editorial about 3 months in advance. How do you decide the content, front covers and headlines? Based on our trends. Do you produce a features list? Our trends have taken time to develop so we only let the designers know because we commission them up to 6 months in advance. When we are looking for editorial content we tend to put an alert out on Response Source.


About PRs: Do you work closely with PRs? Always happy to hear ideas. What information/input from PRs is most useful to you? PRs need to understand our magazine. What's the best starting point for a PR who wants to tell you about their client? Email with a short synopsis on why our reader would like your product. Do you have a PR pet hate? Please don’t hassle me! When is the best time for PRs to contact you & when is your deadline for contributions? Any time.

About you:

What are your editorial duties? I put together the trends and then commission the garments which then lead us through to the editorial. I work closely with our Operations and Technical editors to ensure we achieve a synergy throughout the magazine What’s the most memorable work you’ve done? The Knitter is. What interview or feature would you love the chance to do? I would love to talk knitting with Julia Roberts, Meryl Streep or Dustin Hoffman What do you love about your work? I am a mad keen knitter myself so this is a wonderful job to have. I love trying out all the new yarns, needles etc. What’s the best advice anyone ever gave you? Be nice! I’d love to have a go at… Archaeology. I did a week-long course a few years ago. It was back breaking, dirty work but I loved it. What books are on your bedside table, magazines in your bag or blogs on your screen? Just like with my knitting I have to have more than one on the go! Barrack Obama: The Audacity of Hope – I feel he is going to be so important I want to understand a bit more about him. Kate Mosse: Sepulchre – I love a good fat read! Rick Riordan: Percy Jackson and the Lightining Thief – my son and I are reading this together – it’s great Grazia – for obvious reasons! Mason Dixon Knitting – this blog regularly has me crying with laughter [lnk||_self|The Knitter] [img|jpg|Juliet Bernard and The Knitter]

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