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How to Get Your Business Noticed by Avenue's Editors

Here's the inside scoop on what our editors are looking for in a pitch.

What’s the best way to reach Avenue’s editors?

Käthe Lemon: Email is the best way to reach me, for sure. I'm not much of a phone person. Email is also good because it's easy for us to forward it to the right person or to share the information with our team. Shelley, our senior editor, handles most of the mountains content and much of the feature content, as well as profiles. Colin handles most of the arts content as well as decor. Alana handles the website, so anything immediate should go to her and this includes openings of new stores and restaurants. For event listings, it's best to send them to avenueevents@redpointmedia.ca.

Shelley Arnusch: For most editors, email is the best method of communication. The masthead of the magazine contains a list of people on staff at the magazine with email addresses for the senior members of the editorial team. Avenue editors have a lot of emails to go through, so do your best to be clear and concise. If you're long winded, or take too long to get to the point, you may hurt your chances of making a good impression.

What kinds of stories are you looking for?

KL: That's a tough one to answer. We're looking for stories we think our readers are interested in. We're looking for unique points of view. Things that haven't gotten coverage in other places. New information, but also unique stories that we and our readers haven't heard before.

SA: Avenue is a city magazine at heart — we are all about how to engage with this city on a deeper level, whether it's enjoying the restaurants here, learning more about the civic issues that drive the local economy, exploring the ways the city is moving forward and adapting for the future, or finding new ways to enjoy the recreation opportunities in the nearby mountains. The stories in Avenue need to have a connection to Calgary, first and foremost.

What’s the best way to pitch a product or service to an Avenue editor?

KL: Just email us and tell us about what you're doing or selling. It doesn't need to be fancy — don't put it in an attachment, put it right into the [body of the] email — and it doesn't need to come from a PR company. The pitch should tell me why you think my readers would be interested in your story, what makes you unique and interesting and what readers don't already know about your company or product.

SA: Sometimes, the best thing you can do is simply get on our radar. There are many different facets of the magazine — both print and digital — that might be a good fit for coverage of a product or service, so not pigeonholing your product for a certain kind of story is a good approach. The annual Made In Alberta Awards program, which celebrates excellence in products that are created and produced in Alberta, is also a great opportunity to get visibility with the editorial team. Even if you don't win in a certain category, it's a good way to get on our radar for possible coverage in the future.

What’s the best way to get editorial coverage?

KL: Have an interesting story to share and be willing to share it. Figure out what your story is and why people should care about you. What is the thing that sets you apart — what makes you passionate and interesting? Tell us, and if we agree, we will see how we can share your story.

SA: First things first, familiarize yourself with the magazine! Read back issues. Read the website and subscribe to the weekly newsletters. If you have a solid idea of the types of stories we like to do, it will be easier for you to understand where your product or service might fit in. And be patient, especially with the print magazine — t takes a long time for an issue to come together. We are usually working several months in advance, so that's something to keep in mind if your product or service is seasonal in nature.

Are you looking for experts for certain stories, and can someone contact you to offer their services as an expert in an industry?

KL: We are always looking for experts, but it's hard to know ahead of time what kind of experts we will be looking for. It's always great to reach out and let us know what you're an expert in. Know that magazine editors are thinking a long way in advance — we start thinking of stories six months or more before they are published.

SA: We do use experts in our stories. If you have expertise in areas that we cover regularly, such as interior design, then sending in some information about yourself including your qualifications and descriptions of some of the projects you've worked on is an effective way to introduce yourself as an expert. Also, if you happen to be under 40 years old and have risen to the level of expert in a certain field, you may be a good candidate for the annual Top 40 Under 40 list, published each year in November! Nominations are open from November 1 through the end of April.

Get in touch with Avenue

Ever wonder how businesses get featured in Avenue? We sat down with Editor-in-Chief Käthe Lemon and Senior Editor Shelley Arnusch to find out what they are looking for when considering new story ideas, and how you can present your business to them in the best possible light.

Avenue is a city lifestyle magazine that brings readers the best of the city. We love Calgary and the people who live here. We want to inspire readers to take part in their city.