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Hoda Kotb Replaces Matt Lauer as Co-Host on Today Show, Keeps Co-Host Seat with Kathie Lee

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Well a good morning and happy first day of the New Year 2018 to you as well, Today Show!

With Hoda and Savannah sitting in the middle of the Today Show's Twitter cover photo, and their first live taping wrapped up, many rejoiced at NBC's selection of Hoda as Matt Lauer's replacement during the 7am-9am hour after he was fired from the show for sexual misconduct. Hoda will remain as co-host with Kathie Lee in their 4th hour together which they have done since 2008.

The tone is already one of friendship and warmth. With People Magazine's cover story of Savannah and Hoda opening up about their feelings about the change, Today.com ran a story with excerpts from the article, including this memory from Savannah: “I remember reading something later that said I had grabbed Hoda’s hand, and of course that’s not something you plan. That’s just something you do because you have a real friend, and you need to hold her hand.”

Siri Daly's son observed: "Mommy there are more girls than boys!" With two women anchoring, how will the show's tone change? Already, maybe we have an answer. Hoda stated: "This is bigger than one person, it’s bigger than Matt, it’s bigger than me, it’s bigger than Savannah, it’s bigger than all of us."

I must confess: I don't watch the Today Show, aside from any research I do for Tin Shingle. TV distracts me, so I don't have it on in the background of anything. More notable, however, is my lack of interest in Matt Lauer. He never appealed to me, so the dynamic between him and anyone didn't interest me. Success is always in the people, so now, while ratings are soaring for the Today Show for the moment according to Variety, my interest is genuinely piqued.

I'm not alone, as who can forget that New York Magazine article for their 2013 story "Matt Lauer and the Decline of the Today Show" after Ann Curry left the show. From the article "The image of Matt Lauer trying to comfort her—and of Curry turning away from his attempted kiss—has become a kind of monument to the real Matt Lauer, forensic evidence of his guilt."

Perhaps this has been a move that has been needed for years, but NBC believed he was the key to the show. When change happens, it can be for the best, and can force your hand to do something that needed to be done long ago. We'll see how the ratings shake out, but here's how Twitter felt about it today:

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Media Monitoring: Variety Magazine for the New Year!

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Taking a page from Victory PR’s  new postings of their #mediamonitoring on Instagram, we are showing ours - first read of the new year - Variety Magazine!

Top Secret: this subscription was actually a gift to my husband from Tin Shingle at Christmas because he’s a consumer of several paper magazines but also works in the film industry as a crew member. However, he, like most crew members, has movie making aspirations. As part of my New Years resolution to support his creative dreams, Tin Shingle lulled the trigger on this yearly subscription.

New subscription arrived already. Time to catch up on nominations and movie makers, and sleuthing for our own ideas for Media Contacts and article ideas.

What are you reading?

 

Start Writing! Tin Shingle’s 2018 Editorial Content Planner Released

When you have a killer idea for content, you need to save that! And publish it. Ideas for great content is half the battle to growing your brand’s digital footprint through blog articles on your company’s website and social media streams. But you have so many ideas, you can’t contain them all! Until now. Tin Shingle’s editorial Content Planner was created exclusively for business owners and marketers like you. Used by professional bloggers as well as service providers showcasing their expertise, as well as by product designers and shops who know they need content on the web to compete in a thick marketplace of Google searches. This editorial calendar template will solve your organizational problems and give you peace! You’re going to nail this.

 

All Access Pass Members of Tin Shingle get this planner for free. Not a member? Not a problem! Buy this template once and have access to all New Years in the future - free.

Download here: www.tinshingle.com/templatesuite

That’s a Wrap!

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What a week! Launching this new corner of Tin Shingle’s Website, finishing pieces of private client’s branding websites and printed material for InHouse Design Media, and launching a new and intensive guide on our local news media site A Little Beacon Blog, this dry erase board was finally wiped clean on Thursday in anticipation of last minute gift collecting on Friday. What only could take shape on it was this Christmas tree, wishing anyone who looks through our office door a merry feeling. 

This week’s Training TuneUp will be posted soon, and with it the message of  hybernation, or squirreling away the core components of what your business needs right now. The message in the TuneUp focused on polishing your visual pieces that you use to attract customers or even to temp the media to cover your business. This first week of winter is your chance to enjoy the cozy and reflect on your brand to make fresh designs!

Happy Holidays everyone :) 

Airline Magazine's Editorial Calendars Are Here

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Do You Want Your Brand Seen By 16 Million Readers

One popular airline magazine reaches an audience of just that many passengers. That is a lot of people! Here are some more reasons you really should be thinking of pitching your brand to them. According to Ink Travel Media:

  • 74% of people read a magazine on the plane
  • Travellers are 50% more engaged reading inflight that when on the ground
  • Travel media has the most affluent readership in the world
  • Inflight media is always inspiring and positive
  • Passenger numbers are growing year on year by 3 to 5%
  • Travel media reaches real people without being a digital distraction
  • All travel media is targeted

Tin Shingle Pumps You With Ideas To Pitch To Inflight Magazines

Tin Shingle provides editorial calendars for these magazines in our live private database. (Access to live lists are for Level 4 members of Tin Shingle only.) These calendars contain story ideas straight from the editor, that will be published in an upcoming issue. These give you a huge head start to tailor your pitch ideas and catch an editor's attention. These magazines are currently live in Tin Shingle's Database:

  • American Way (American Airlines)
  • Hemispheres (United Airlines)

These are soon to come: 

  • Sky Magazine (Delta Airlines)
  • Caribbean Beat (Caribbean Airlines)
  • Rhapsody (United)
  • KiaOra (Air New Zealand)
  • Open Skies (Emirates)
  • Wings (EuroWings Airline)
  • Southwest: The Magazine

We’re Talking About This In the Private Facebook Group Now!

Massive exposure definitely comes from airline magazines. The private community of Tin Shinglers is chatting about ideas now. To access this private community, Level 1 of membership is needed. We made our Community as accessible as possible, so it’s the entry point to getting deeper with your Tin Shingle membership.

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2018 Editorial Calendars Available in Tin Shingle's Database

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UPDATE: We have a list of over 80 current Editorial Calendars for print magazines that you can access instantly with an All Access Pass Membership to Tin Shingle.

As I type this blog post, it's November 2017, and already February 2018 deadlines for magazines are flying by. Because that's how magazines work: 3-6 months in advance. It's not enough to think ahead about what press coverage you want to try to get in the spring, or hope to get around Valentine's Day. You have to actually email the media (aka "pitch" the media) with these intentions months ahead of time. Think of articles as seeds. They start way early, often germinating in a warm seed container somewhere, before being taken outside to battle it out and survive the elements in the sun. Hence, why Tin Shingle guides you in this PR Planning, to help you know what themes print magazines are working on.

These Editorial Calendars are now active in Tin Shingle's live Editorial Calendar Database (you need to have an Level 4 Media Contacts All Access Pass of membership with Tin Shingle to see these). More are added and updated continuously. 

What are you going to see in these calendars?

Article ideas and deadlines. You're going to get a sense for what the big picture is for a monthly issue at a magazine - like "The Gear Issue" or "Most Powerful Women In Business" - and that will be your clue as to what might be the best time to pitch a magazine with your story angle. Will you have just one story angle? No. You'll have several.

How to Pitch a Magazine Using Its Editorial Calendar

You will spin a different story angle about your business that aligns with the them. Watch our online class about how to pitch the media using Editorial Calendars. Plus, the first week of every month, we dedicate our free online class to PR Planning for that month. You'll get a peek into magazines are working on right now, before their deadlines expire. Get on our mailing list for that free class alert, or activate a Level 3 Online Class membership to watch unlimited past online classes.

Tin Shingle Training in How to Pitch a Magazine Using it's Editorial Calendar

PS: Using Editorial Calendars isn't the only way to cold-pitch the media. This is only one of your strategies. Tin Shingle has several online classes to coach you through how to pitch the media randomly, out of the blue.

As of November 2017, here are the 2018 Editorial Calendars we have. Since this blog post, more have been added:

  1. Better Homes & Gardens
  2. Martha Stewart Living
  3. Martha Stewart Weddings
  4. Bella NYC
  5. Departures
  6. Brooklyn Magazine
  7. Car & Driver
  8. Bridal Guide
  9. Boston Magazine
  10. Boston Home
  11. Saveur
  12. Rachael Ray Every Day
  13. Allrecipes
  14. American Hunter
  15. House Beautiful
  16. Cross Country Skier
  17. Backcountry Magazine
  18. Advertising Age
  19. AARP The Magazine
  20. Pregnancy & Newborn
  21. Backpacker Magazine
  22. Shape
  23. Spirituality & Health
  24. Modern Luxury/Boston Common
  25. Boys' Life
  26. Family Circle
  27. Family Fun
  28. Girls' Life
  29. Traditional Home
  30. Veranda
  31. Atlanta Magazine
  32. New York Magazine
  33. Atlanta's Magazine Home
  34. HGTV Magazine
  35. Woman's Day
  36. Elle Decor
  37. Allure
  38. Better Nutrition
  39. Bloomberg Business
  40. Bon Appétit
  41. Bust
  42. Glamour
  43. BookForum
  44. Clean Eating
  45. More to come!

Inflight Magazines:
This is totally a secret strategy that you competition is most likely not using! Pitch the magazines that are in airplanes.

  1. Hemispheres
  2. American Way
  3. more have been added...we have a special section for these in the database

Sneak Peek Into Themes Planned For February and Beyond

Knowing what direction a magazine is planning to cover is a huge advantage! It allows you to curate ideas that will interest the editor and direct their attention towards your product, service, business, or expert advice. These are some upcoming themes to be printed in 2018.

  • A "GAL-entine’s" chocolate and flowers gathering + date night steakhouse-style
  • The Destination Issue.  The ultimate guide to unforgettable luxury experiences within the chosen destination.
  • Mother’s Day scents and candles + curated gift boxes for Mom
  • DIY IT: Do it or design it yourself. Instant upgrades to elevate your home, meals, and style.
  • Modern entertaining at a “grown-up summer camp” + beachy bashes
  • Girl boss beauty advice + thicker, fuller hair fast
  • 60-second de-stressors

All editorial themes are from editors themselves and are subject to change.

Editorial Calendars are available to level 4 members of Tin Shingle only. Upgrade your membership for instant access. Send in media contact or editorial calendar requests to member@tinshingle.com

TV Segment Looking For Gift Guide Product

ON AIR "TABLE TOP" EXPERT SEEKING THEMED PRODUCTS FOR MORNING NEWS SHOW SEGMENT - ACT FAST!

We have to keep most of the juicy details private - and available to Tin Shingle Members Only at Level 4, but here’s what we can share with you (upgrade or login for full contact details and pitching tips):

GOOD FOR PRODUCT BASED COMPANIES LOOKING TO BE IN GIFT GUIDES:

  • Gifts that chill you out and relax you for the holiday season
  • Gifts for your teacher that are not boring or office supplies
  • Gifts for pooches, cats, and the owners who love them
  • Everything a holiday hostess needs to throw an amazing party from food to decor

MENTION TIN SHINGLE FOR PRIORITY TREATMENT!

Deadline is soon and submissions are already rolling in!

SUBMISSION DEADLINE: NOW or FRIDAY NOVEMBER 9, 2017

CONTACT DETAILS:

Email and further details are available to Level 4 Tin Shingle Members

Upgrade now if you haven't already!

So Many Creative Ways to Film a Mannequin Challenge

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Filling your Instagram feed with fresh ideas can be challenging at times, which is where Internet trends come in! Such as the currently trending rage, #MannequinChallenge, which is when people pose in interesting actions, and the camera floats between them, giving you a micro-glimpse into an emotion or experience within that setting.

When I saw my first Mannequin Challenge on Instagram, it was by accident, and I didn't know what I was watching, or why. The visual strength held my attention, and despite it looking freaky cool, I neglected to think about it as a marketer and its awesome powers of showing my business in a new light. Until Christa Page, co-founder of 50Roots.com, hosted a pop-up shop in our office and declared to me that she challenged herself to do a Mannequin Challenge during the shop's Happy Hour.

Of course! Brilliance! And she did a great job, in only one take! Look at all of those people in the shop!

The Effect of a Mannequin Challenge

The freeze frame style of action is immediately captivating. The eye can focus on people frozen in an action, without having to look everywhere in a video to see what people are doing and miss. The director(s) of the Mannequin Challenge can create the desired scene of how they wish their customers, clients, browsers, happy people, thoughtful people, whatever people are in their space. The poses immediately emit what your brand offers and stands for.

The Background of a Mannequin Challenge

The Internet credits several with the origin of the Mannequin Challenge, from Millennials (they get credited with everything!), to Zack Morris doing the original Mannequin Challenge from Saved By the Bell when he would yell "Timeout!" and the cast would freeze while he pondered something. My landlord, Deborah Bigelow of Gilded Twig,  a very wise woman who maybe has listened to every podcast ever, immediately connected the concept to a John Huston movie staring Stacy Keach in Fat City, in which Huston called for a freeze frame at the end of the movie. Keach discusses this tactic with Alec Baldwin during an interview on "Here's The Thing".

In Huston's freeze frame, the camera focuses on men at a gambling table, but it's really Keach's reaction to his surroundings that is the focus. For Zack Morris, the people around him may freeze in animated poses, but the focus is on Zack's monologue. The difference between the Mannequin Challenge that is happening now is that no one talks, the focus is on the frozen people, and the takeaway is on the action they are taking.

Just like with everything, the Collective Thought is at play here, and while the concept is not new, the application is unique to now.

How You Can Do A Mannequin Challenge!

Yes, you! You may think your brand is boring, or uneventful, or not fit for a Mannequin Challenge, but start thinking of what happens around you, and a scene will unfold that will be captivating!

Of course, you want to do this in order to get into the wildly popular hashtag #mannequinchallenge, but you also want to show what your brand is all about.

What Makes a Great Mannequin Challenge?

Let's dissect this for a moment. There seem to be a few rules, but being a business owner, you'll, of course, want to break or bend them:

  • Many People: The most interesting videos seem to have 5-20 people in them. If you don't have that many people in your office or shop, invite friends in for a Mannequin Challenge Day. Offer them wine. They will come.
  • Music: Right now, the "official" song that plays in the background is “Black Beatles” by Rae Sremmurd. But...being a creative person, you may want to play your own jingle selection here, like Garuda Indonesia did on their Boeing 777-300ER plane.
  • Grand Poses and Plain Poses: What would people do naturally in your space? What do you wish they would do? This can include:
    • Dancing
    • Buying something
    • Looking at something, considering it
    • Dropping something!
    • Making a phone call
    • Hanging a picture
    • Moving a child away from your workspace
    • Answering the door
    • Talking to a co-worker in the hall
    • Serving someone their meal at a table

You can see the list is endless and very fun to start thinking about. The pose a person takes could be indicative of their personality and reflect what they love doing.

Examples of Mannequin Challenges

This is some of the most fun homework ever. There have been many types of videos, so take a look to get some ideas. Definitely hit up the #mannequinchallenge hashtag in Instagram to get loads of ideas.

50Roots.com in the Pop-Up Shop in A Little Beacon Blog's Space

Of course you have to watch the one in my office first :) Christa, co-owner of the shop is in the frame handing a shopping bag to a customer. The rest of the people are customers, families and friends.

Garuda Indonesia On The Plane

This video has a lot of poses in action, and really makes you feel like you A. want to fly, and B. want to fly first class. I'm a road-tripper, so am rarely on planes, but this makes flying look hassle-free. Plus, they went rougue with their music choice, and picked something closer to Enya:

ALS' "The Never Ending Mannequin Challenge"

AdWeek dubbed this Mannequin Challenge as the first branded challenge that was produced by an organization for promotional purposes. The video packs a powerful punch at the end, making it one that takes advantage of a light-hearted trend that many are involved with, and showing the definition of ALS in one frame. Pretty amazing.

Rae Sremmurd Dos His Own Mannequin Challenge

Rae Sremmurd made a Mannequin Challenge video to his song "Black Beetles", and of course broke a rule - the performers went into motion after a few moments of themselves - and their audience - being frozen. Pretty neat.

So...What kind of Mannequin Challenge are you going to create?

Black Friday, Cyber Monday & Your PR and Marketing Campaign: Must Knows for Big Sales

It’s no secret that the retail world has been dealing with a lot these days.  Whether you’re a “big box” retailer or a small business, whether you're selling online or via a brick & mortar store, you’ve no doubt felt the blow of the depressed economy.  That said, despite economic woes, shoppers will be lining up virtually and braving the cold weather in “real life”  outside of stores to kick off the holiday shopping season during this month’s Black Friday and Cyber Monday sales . This means that if you are a small business that doesn’t have thousands (to millions) of dollars to spend on advertising these sales you’re going to be relying on things like do-it-yourself public relations & marketing, social media and perhaps your company’s newsletter to get the word out about your sale.

Before doing any more sales strategizing, be sure you review these tips in order to maximize yoru Black Friday and Cyber Monday buzz, and create some new and return customers in the process!

Prepare NOW:  If you don’t know what you’ll be discounting or selling via your Cyber Monday or Black Friday sales, prepare now.  This means getting the copy ready for your website, your newsletters and the press who may be asking about your deals; prepping and testing discount codes (you don’t want any mistakes costing you sales on the big day) and checking to be sure your inventory, packaging and all else is ready to go!

Double Discounts Opportunities for Future Sales:  Once a customer enters your virtual or brick & mortar store they’re already telling you they are excited enough about your product/store to check it out, and that’s when you hit ‘em with discount #1, the specific Cyber Monday or Black Friday discounts you want to share.  But don’t stop there!  Encourage future sales by creating a second discount code or gift certificate that shoppers will receive after their purchase.  This can be sent via email if you run an e-commerce site or via a physical voucher if you are in a brick & mortar store.  This is a great way to capitalize on all the web and foot traffic coming into your store, and to begin creating a long term relationship with future and current customers.

Make it a Triple (Sale), Tell a Friend:  Everyone loves telling their friends about the great deals they snagged or are planning on snagging during the post-Thanksgiving shopping frenzy.  Remind your customers to tell a friend about your upcoming sale or make it easy for them by allowing them to share the sale directly from your website or via a promo card they can pick up at your store and physically give to a friend.  Your newsletter (if you have one) should also have a place they can forward the message along to a friend.  It’s human nature to want to share great scoop or news, so make it easy to share news of your sale, and you could snag even more sales!

Flash Sales within a Sale:  Ready to really kick it up a notch?  With the help of social media and a few properly placed pitches, you can really rev up sales by running flash sales throughout the day on specific items that come and go, thus creating a sense or urgency to BUY NOW!  An example?  What if Tin Shingle member Object Mythology discounted all her cozy alpaca gloves throughout Cyber Monday but from 12-2 pm only she did an additional discount on her infinity scarves.  People who may have been on the fence would have extra incentive to buy, before the sale ended.  Perhaps propreneur Simply Sweet Arrangements is doing a day long free shipping sale from Black Friday through Cyber Monday, but on Monday from midnight to 12 noon she also did an additional 25% off all orders.  That’s extra incentive to buy!


Socialize your Sale:  Help your message go viral by buzzing about the sales you’re offering leading up to the big shopping days and then throughout the shopping weekend via your company’s Facebook & Twitter.  This will help news of your sale go viral even faster!  If you’re tweeting your sale, be sure you check out which hashtags are trending in regards to Black Friday & Cyber Monday, and include those hashtags on your tweets!  Want to up the ante even more?  Include a SPECIAL bonus (maybe a free shipping offer, early access to sales or an extra ten percent off) for your loyal social media followers!


Pitch, pitch pitch – to the Right People!  Keep in mind that the stories going up about Black Friday & Cyber Monday are short lead stories – this means they will be appearing on television, websites, blogs, and some newspapers.  This is not the time to be pitching long lead outlets (monthly magazines) because these editors are already planning spring issues.  Instead, reach out to the outlets (especially large blogs and websites) that match the niche of the product you’re selling whose readers or viewers would be interested in your product.  This is also a great time to send your sale information to experts and shopping gurus who regularly appear on television talking about these types of sales. 

Finally, look for opportunities to share your sale via pr lead generators such as HARO and the Tin Shingle PR Leads.  Members of Tin Shingle can also post their sales in our Events section, which we will “socialize” via our website, newsletter, Facebook & Twitter, and pass along to any media looking for Black Friday & Cyber Monday sales information!

Be Honest about your Fulfillment Schedule:  Several of your customers will be purchasing their holiday gifts via your sale.  If it will take you 2 weeks plus to fulfill their order, let them know prior to them purchasing your item.  There’s no sense in generating lots of sales if you’re also going to generate angry customer responses!  The best way is through a forewarning and honesty.  Speaking of order fulfillment, make sure you have an internal system in place, should you need extra hands on deck to man orders and shipments!

Despite the economy, the shopping "show" will go on, and you want to be sure customers looking for a great deal and a great gift find you, get to know you and continue to shop from you!  Follow our tips, plan ahead and use this Black Friday & Cyber Monday time to build retail relationships with customers for now and into the future!

Gwyneth's Goop 2.0: The Website Is Making a Comeback. Do You Want Your Business Featured in Goop/

Gwyneth Paltrow has been on the covers of a few magazines this summer, most notably Fast Company, which likes to put female celebrities on the cover who are running businesses. So is goop making a comeback? Is it a media darling to pay attention to for your own press, or even to sell your product on? Internet-wise, people love to smear Gwyneth in snarky comments. But do those opinions matter anymore, when goop has a track record of moving, as Gwyneth states, "hundreds and hundreds of thousands of dollars of product, and millions of dollars of product for other brands"?

I am exploring this, and have found very telling clues that yes, goop is going to make a comeback, and that it should be on your radar and in your Media Tracking Sheet as a newsletter/website to be featured on. Here's the line from Gwyneth in the Fast Company article that convinced me: "I've made commitments to people, and I've taken their money. I'm going to do everything in my power to make sure that the brand scales." Let's look at the history to see how this growth spurt is going to happen...

When Gwyneth Paltrow launched goop from her kitchen in 2008, her newsletter and online magazine that shows how to live an elevated lifestyle, Daily Candy was the must-have newsletter to be featured in as a business. goop was the must-have website design foundation that businesses in the fashion, beauty and lifestyle industries were clamoring to achieve and were ordering redesigns of their websites to look more like goop's. Clean, simple, beautiful. I know this because I had just hung my shingle as a website designer, and a website design that looked like goop was the #1 request I got. Followed by: "How do I get featured in Daily Candy?"

Goop featured very expensive products - $975 Bottega Veneta riding boots, a $4,700 juicer, a $2,000 safety pin earring (just one), and more luxury items. When Gwyneth and goop embraced a model to monetize the website, they pursued selling limited-edition products directly from the website, the first piece being a very plain white shirt, the price was $90. The Internet threw rotten tomatoes at the price, but it sold out. In 2012, goop brought in $1.5 million, though it was $40,000 shy from showing income. According to the Fast Company article, it had $1.2 million in debt on the books.

CLUE #1: Gwyneth likes limited-edition, high-quality, well-packaged, expensive items.

Here we are in 2015, and Gwyneth has been pretty busy raising children, making movies, writing cookbooks, opening high-end gyms and fitness empires, and consciously uncoupling from her spouse.

CLUE #2: She's recently hired the former CEO of Martha Stewart, Lisa Gersh, who pursued "contextual commerce" at Martha Stewart, with the vision that editorial could be blended with business, as people read about product and then bought it. This basic idea has been happening for years, albeit in different forms. A most obvious form would be affiliate advertising, where you click on a special link from within an article and the website owner gets a commission if you buy the product. Another form could be in branded content, where a media outlet is paid to write an article about a product. But Martha Stewart Living Omnimedia had followed a traditional media path, and had trouble blending with this belief. Says Gersh in a Fast Company article: "It's hard to change cultures."

Back to Gwyneth, and why goop has been off your radar for a few years. Gwyneth built goop slowly, and apparently, as she said to Anjali Mullany, the author of the Fast Company article, when referring to her early days of writing and sending the goop newsletter: "When I think back on it, I'm afraid to press SEND."

CLUE #3: Hold the phones, people. This means that Gwyneth herself was writing the newsletter and pressing send. What you received in your inbox was an email that Gwyneth herself had touched. Part of why goop grew so slowly was because Gwyneth wanted to personally sign off on each and every recommendation. There is no indication that she is looking to change that, since goop is so tied back to her philosophies, despite a staff of 25, and other writers being able to write travel and other recommendations.

GOOP'S AT-A-GLANCE
Goop is a website and newsletter that offers style, food, and wellness recommendations from Gwyneth Paltrow and her trusted circle of experts, spiritual thinkers, and alternative health professionals. It is a shoppable lifestyle brand that places all emphasis on trust between the team at goop and the readers.
1 million newsletter subscribers
3,75 million page views per month
Headquartered in LA (previously in the U.K.)
A staff of 25 people

DOES YOUR BUSINESS FIT IN AT GOOP?

Products featured at goop must:

  • be beautiful
  • be packaged beautifully
  • elevate a person's life to extreme beauty or comfort
  • not care about price point.

Goop does feature products in editorial, and they also pride themselves on working directly with designers called "Goop Product Collaborations", where they do receive a portion of sales for all items that are sold on goop. When you pitch goop, you will be pitching for a retail partnership, or an editorial feature opportunity. You should know which one before you pitch.

Goop is not bothered with gifts under $100. Most gift recommendations, for instance, are an easy $500, like this earring for $520 (yeah, just one earring). You may find something for $6, but it's a card. This is great news for high-end luxury designers who make limited-edition runs and struggle with traditional media outlets who insist on high-volume in order to satisfy the purchasing habits of their readers and viewers.

There is a void now for an extreme needle-moving Best Of The Best List. With Daily Candy gone, and Oprah's list in a different format, there are very few life-changing lists for businesses to covet. Of course there are lists at People Magazine and so forth, but there is currently a void in gamechangers that filmmakers study and make documentaries of, now that media is shifting and new crowns will sit on different heads. Goop is not there yet, but could be. Gwyneth, albeit subtle in her style, is ethereal in her recommendations, with her editorial team trained to find and showcase that refined style. This makes for a pretty good source of a recommendation, one that people hold as truth.

So yeah, you want this. Tin Shingle has updated its Media Contact Database with editorial contacts at goop for Premium Members of Tin Shingle should you want to pitch the outlet. Remember, there is a lot more than just getting a name. You've got to write the right pitch, come up with a subject line that reads like a page-turner, and present them with a very good reason of why their readers would love your product, tips or recommendations. Tin Shingle gives you a lot of these ideas in our webinar TuneUps that you can download at anytime.

Good luck! Tweet to us your thoughts @tinshingle!

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