Zoe Cripps, beauty writer at Sunday People supplement Love Sunday, on making life easier for readers, why she loves a launch event, and plans for more YouTube content.
Love Sunday launched in February this year – how would you describe it in five words?
I would say it’s warm, funny, packed, engaging and stimulating.
What does it cover?
It’s all about making life easier for our readers. They pick up a copy and whether they’re following one of our food recipes or looking for a new lipstick, it’ll be easy to do, easy to find and accessible to everyone. The content has fun facts, lovely beauty and shopping pages, recipes, interviews, TV and puzzles. There’s definitely something for everyone.
How would we spot a typical reader?
The wide range of content makes the mag very readable for anyone, but typically they’ll be past their 20s and 30s and are looking to have a bit of ‘me time’. They might not want to shell out £100 on a handbag or spend hours making a fussy cake, but they want simple, engrossing content – which is what we always give.
What sort of beauty products are you most keen to feature?
I’m always interested in any new launches but new products with anti-ageing benefits and expert tips from make-up artists, hair stylists and dermatologists are always welcomed. If products can be a great price, do what they say on the label and look good, then they’ll be perfect for the page.
Do you prefer to receive samples to review or are you happy with a press release and image?
Press releases are really useful, but only if they can be sent to my email. It’s really time saving to be able to type the name into my search and have the press release pop up – but sadly when I get them through in hard copy, they always seem to go walkabout (not surprising considering the state of my desk!). For new products, samples are useful, but high res images and press releases are perfect too.
How would you describe your relationship with PRs and how can they help most with content?
I’d like to think it’s good! I’m always happy to chat through new launches with PRs but it’s a bit tricky on the phone sometimes, especially if it’s deadline day, but if they could send all info on email to me, that’s the best way.
You must get inundated with invites to press launches – how can a PR entice you to come along to an event?
Events are amazing for getting to see first hand what the new launches look like and what else might be coming up. I love them and if I could go to every single one then I would, but it’s really hard to leave the office sometimes (sob!). After work launches and first thing in the morning ones are better suited to me though. But if there’s a glass of wine offered somewhere in the invite too…well all the better!
Any plans for online content?
We have just taken on an online and digital assistant, Danielle Stacey, who will work across both mags. So I’m sure in the near future it’s something we’ll look at doing more.
You also write health and beauty stories for the Sunday Mirror’s Notebook supplement – what content are you looking for?
I do – mainly the tried and tested page and I help my lovely editors Lynne and Octavia with main beauty, beauty notes and the food pages. Again, any new product launches from beauty to food we’re always interested in hearing about.
Finally, you produce top tip beauty videos on YouTube – are there opportunities for brands to get involved?
Ah, we have done a few but it’s one of those ‘work in progress’ projects. As of yet it isn’t a regular thing but watch this space in the future – I’m sure there’s much more to come. We are on Twitter though (both mags) under @Notebooklive and @LoveYourSunday so we post a lot of beauty and food updates there.
Zoe was talking to Gorkana’s Richard O’Donnell