By NKBA K+B Insider Young Huh; New York, NY
INTRODUCTION:
What’s New What’s Next is a one-day annual celebration of the design industry hosted at the New York Design Center in the heart of Midtown Manhattan with back-to-back panels, presentations, meet-and-greets and more. This year 80 showrooms opened their doors to host over 45 presentations from the best and brightest in the industry (including three of our NKBA K+B Insiders!) to discuss what’s to come in design.
One panel that particularly caught our eye: “How to Get Published” with New York Spaces’ Editorial Director Jason Kontos, Executive Managing Editor Deborah Martin and Publisher Lisa Ben-Isvy. New York-based NKBA K+B Insider Young Huh attended to report on the best tips and takeaways from the panel. With projects recently appearing in Traditional Home, Domino and New York Cottages & Gardens, Young knows firsthand about the work behind the scenes that goes into getting published: “Seeing your project appear in a magazine is a milestone. It takes work not only on building a robust portfolio of print-worthy projects, but in fostering relationships with editors,” Young says. “Just like finding new clients, it’s something you have to constantly work at.” Below are Young’s top tips for getting your work published.
1. Be a Storyteller
When editors look for stories to feature, they look for designs that tell a story and can take you on a journey through the home. How did the designer and homeowner connect to create the soul of the home? What’s the personal connection behind the vintage chair with outstanding pedigree? Editorial Director Jason Kontos took us through a slideshow of stories that not only grabbed his attention, but what made it a story worth telling. Is it just pretty, or do the images suck you into the spread, wondering about the design choices made and lives lived? Coincidentally, my fellow K+B Insiders Mercedes Desio and Alberto Villalobos’ latest project was showcased during the panel. The renovation showcases a complicated color story coupled with an eclectic art collection and a modern viewpoint in a classic New York building. The project will appear on the cover of the November issue of New York Spaces — check it out!
2. Invest in Photography
If you think a project has a compelling design story to tell, beautiful photography is crucial to bring the story to life. You also need to use an editor’s eye to get photos that capture and illustrate the story you’re telling. Is there a viewpoint that draws you in, or is just a flat photo? Are you showing the space in the best way possible with good lighting, propping and composition? Are your photos good enough quality to grab the attention of a busy editor? I also suggest finding a photographer who’s not only skilled at shooting interiors, but understands your style and the story you’re trying to tell. The cost is well worth it.
3. Pitch — then be patient.
Once you have photography in hand, it’s time to draft your project pitch. On average an editor receives 4–5 project proposals every day, so keep your message short and sweet. Edit the number of images down — five should be enough to whet their palates and give them a good sense of the space while leaving them wanting more (if an editor wants to see more, they’ll ask). Lead your note with a short description of the project that will pique their interest. What sets your project apart from the others that have come across their desk? Why does it belong in this magazine? It also pays to regularly read the magazines you’re pitching. Referencing a project or article that appeared in a previous issue demonstrates you’re familiar with the publication.
After you submit your project to the editor, wait a week to follow up via e-mail, and then let a few days pass before you pick up the phone. Being too persistant can do more harm than good, so be patient.
The most surprising piece of advice from Jason Kontos? “If you think you got the goods, schedule an in-person meeting directly with the editor-in-chief.” Have a maximum of 5 outstanding images and your elevator pitch on your project ready to go. A word of warning: editors are busy and the meeting may be brief. Wow them right away or the encounter may feel a bit like The Devil Wears Prada: If you don’t immediately grab their attention, you’ll hear, “That’s all.”
4. Network, network, network.
It may seem obvious, but your project will have a better chance of cutting through the clutter if editors know who you are. Take the time to attend design events in your market, as well as national trade shows like KBIS. Know who the editors are and introduce yourself. This is not the time to pitch a project — this is a chance to build rapport and develop a personal connection so when it does come time to share a project, you have a point of reference from when you recently met.
Throughout 2016, the NKBA K+B Insiders will report on the latest industry trends from across the globe, must-attend events and top industry trade shows. Stay up-to-date on the latest trends with #KBInsider on Twitter and Facebook, and through the K+B Insiders’ guest blog posts on the NKBA blog.
