Shop Etsy

UK Edition: Gain Media Exposure With Ellie Tennant of Ideal Home Magazine

Oct 4, 2010

by AmityUK handmade and vintage goods


Please welcome back Ellie Tennant, deputy shopping editor at Ideal Home Magazine and blogger for the award-winning HomeShoppingSpy.

As a gal who is often approached by independent designers, we asked her to share her top tips for approaching the media and getting your products featured in magazines and newspapers.

Follow Ellie’s fail-sale steps to gaining exposure with the peace of mind that you’re in knowledgeable and safe hands…


Items from timemill

1. Timing Is Everything

Be aware of lead times. In the UK and around the world, monthly consumer magazines start compiling Christmas issues in July, so if you send out a press release about your Christmas products in September, you’ll have missed the boat. That said, while newspapers and weekly magazines have much shorter lead times, online publishers probably don’t have much lead time at all. So make sure you time your media releases appropriately.

Items by ChasingtheCrayon

2. Get Your Contacts Sorted

Target a specific journalist. Do your research — buy a copy of the magazine or paper and make a list of who writes the pages you want to get your products on. Contact details for all staff journalists are usually listed in the publication somewhere, or you can telephone the office number to find out who’s best to contact. Send emails to individuals rather than to general addresses and, for posted press releases, address envelopes with correctly spelt names and up-to-date job titles. It doesn’t hurt to send a physical, printed press release as well as emailing a digital version. Different journalists work in different ways and you want to cover all bases. Make sure you put the correct name and magazine title in the email content if you are doing lots of copying and pasting. Read Top 5 Tips for Getting Press for more info on what information to include in your pitch.

Items by mrYen

3. Be Specific

Keep it short and sweet. Journalists have hundreds of emails to wade through every day, so limit yourself to a few lines introducing your company and what your newest or best-selling products are. Attach a few low-resolution images, but don’t include large high-resolution image files at this stage, as it clogs up the recipient’s inbox and your message could even go straight to their junk mail folder if it’s too large. The same goes for a printed press release. A journalist just wants to know the basic facts and to see a few examples of what you sell. Remember to include your contact information clearly.

Items by CB78

4. Media-Friendly Photography

Images are crucial. Your Etsy shop is the perfect place to get creative and style some gorgeous lifestyle shots in settings to make your products look lovely, but most journalists will just require a high resolution ‘cut-out’ image of a product. You may not want to show blank background images in your shop, but take the trouble to shoot every item you sell individually on a white background (a plain, flat bed sheet or a big white piece of paper does the trick!) with a good quality digital camera and keep these simple ‘cut-out’ images to hand somewhere so you can email them across quickly if a journalist requests one. If you’re really tech-savvy you could cut the items out yourself using Photoshop or similar, but most publishing companies just need a simple image with no background interference for them to cut out professionally at their end. Often, journalists are working to a tight deadline and wont have time to call in a sample from you and shoot it themselves on a white background in a studio, so being prepared with these high-resolution cut-out images is a must. Make it clear on your press release that you can supply high-resolution (at least 300 dots per inch or DPI) cut-out images as well as high resolution versions of the pretty lifestyle images visible on your Etsy shop page. Read How to Make Your Photos Publicity-Ready for more tips.

Items by TeaAndCeremony

5. Be Available

Make sure that you’re available to answer emails and take phone calls every day. A journalist on a deadline isn’t going to have time to call you several times – they will simply find another product from another stockist. Similarly, if a journalist wants to borrow a product for a photo shoot, make it as easy as possible. Send it first class or next day delivery, and enclose a label with the return address written clearly on it.

Items by brookewolley

6. Be Persistent… But Don’t Overdo It!

Keep journalists informed regularly, but don’t bombard them every week or every time you introduce a new product to your shop. Post out press releases and CDs of images, email newsletters or releases and use Twitter to network as well as to send out links to your site. Create a list of journalists on Twitter and study their tweets each day to see what they’re looking for or working on. Make the most of networking events and make as many contacts as possible. Social media can be hard work, but it opens up a whole new way to contact people and get their attention.

A big thanks to Ellie for sharing her wisdom! Check out her Coral Interiors Etsy Finds.

More Promotion Tips | Seller Handbook Best-of Archives  | UK Edition


  • vintagetwee

    vintagetwee said 10 years ago

    Thanks for the advice Ellie, some great tips there and it is all so useful as a British Etsy seller always on the lookout for press opportunities! Thanks again, Joanne x

  • tangente

    tangente said 10 years ago

    Great tips. Maybe I missed the boat but what's a cut-out image?

  • MaMagasin

    MaMagasin said 10 years ago

    This article is just what the doctor ordered!

  • ChasingtheCrayon

    ChasingtheCrayon said 10 years ago

    Good article, thanks for the advice. p.s thanks for including my prints!

  • VintageEyeFashion

    VintageEyeFashion said 10 years ago

    Wonderful post full of useful info!

  • WoodNPiece

    WoodNPiece said 10 years ago

    Wow, thank you. Awesome info.

  • LittleWrenPottery

    LittleWrenPottery said 10 years ago

    Nice tips, would also be useful to know what kind of language or things to include in press mail outs rather than being too generic. Or is it better to be generic?

  • KikiLaRu

    KikiLaRu said 10 years ago

    Thanks so much for the advice!

  • paulofnavarone

    paulofnavarone said 10 years ago

    'cut-out' image is just the product and nothing else tangente. so it looks like its floating on the page. ha. funny how we've missed christmas already! theres always next year though! :)

  • Samskiart

    Samskiart said 10 years ago

    Very interesting, thanks.

  • justnoey

    justnoey said 10 years ago

    Great tips! The first one about timing is everything is something I'm learning the hard way! Especially for major print publications.

  • sweetjane

    sweetjane said 10 years ago

    Great advice. Thanks again for trying to help us succeed!!

  • maimy

    maimy said 10 years ago

    Great post -- sound advice!

  • ozzart

    ozzart said 10 years ago

    Great post and certainly useful info! Thanks!

  • dragonhouseofyuen

    dragonhouseofyuen said 10 years ago

    thank you Ellie for your tips, I knew about lead times but not about the cut out images

  • ozzart

    ozzart said 10 years ago

    And wonderful blog!

  • monkeyandsquirrel

    monkeyandsquirrel said 10 years ago

    Fabulous tips... Thanks so much!!!

  • stellaranae

    stellaranae said 10 years ago

    great article! I too would have liked to see a sample email/press release/contract sample. Over the years, I have had several people contact me to use my clothing for a photoshoot/other for a magazine, I did it once with a high end magazine with bad results, they sent it back in a different envelope, (I sent a prepaid one )and it was 4 months later, it had to be dry cleaned,(they were suppossed to have it cleaned) and I never got a tear sheet that I asked for and never knew what it looked like or if they gave me credit, how do avoid any pitfalls when they want a physical item sent for use, I thought my email contract was good enough...I hope you will expand on this dilemma or write another great article!

  • SoFarWanted

    SoFarWanted said 10 years ago

    Thank you for this! Great post!!

  • papercutworks

    papercutworks said 10 years ago

    Great tips! I have gotten quite a bit of blog exposure over the several months my shop has been open. Since the holidays are approaching I should get back to approaching well matched blogs to get the word out there about my highly-customizable papercut gifts!

  • MaisonBeegeoux

    MaisonBeegeoux said 10 years ago

    Getting those holidays out of YOUR frame of mind and where they need to be for the publishers ~ THAT's the challenge!

  • AmandaSainsbury

    AmandaSainsbury said 10 years ago

    Very interesting and helpful :)

  • cottonbirddesigns

    cottonbirddesigns said 10 years ago

    Great article!

  • polkadotmagpie

    polkadotmagpie said 10 years ago

    Thanks for this informative piece. Today is day one on my marketing calendar for blogs.

  • breadandroses2

    breadandroses2 said 10 years ago

    Excellent advice! The timing tips are especially useful reminders. It can be hard to think Spring when Autumn has barely begun. Thanks, Ellie!

  • Parachute425

    Parachute425 said 10 years ago

    Thank you for the information.

  • HappyDogGoodies

    HappyDogGoodies said 10 years ago

    Wonderful, clear, helpful information -- thank you!

  • TheSewingGin

    TheSewingGin said 10 years ago

    Great informatin. Thanks for helping us.

  • GloryBDesign

    GloryBDesign said 10 years ago

    I love getting this kind of insider advice! Thanks so much!

  • jadedgoats

    jadedgoats said 10 years ago

    This is great advice! Many thanks for sharing with those of us just setting up shop. I posted my first Etsy items last week -- what fun!

  • theoldhooker

    theoldhooker said 10 years ago

    I had never even thought about sending anything to a magazine.

  • VivaGailBeads

    VivaGailBeads said 10 years ago

    Great Advice! Thank you.

  • kilas

    kilas said 10 years ago

    awesome finds. especially love the vintage map notebooks! -dave

  • vestedbeevintage

    vestedbeevintage said 10 years ago

    great article and creations. thank you and have a lovely day.

  • AvianInspirations

    AvianInspirations said 10 years ago

    Great advice. This will help take some of the trial and error out of a new realm of marketing.

  • VintageZen

    VintageZen said 10 years ago

    Very good advice.

  • KMalinka

    KMalinka said 10 years ago

    great article and finds!

  • reshapestudio

    reshapestudio said 10 years ago

    good info, thanks for the tips!

  • LarkinAndLarkin

    LarkinAndLarkin said 10 years ago


  • VintageHoneysuckle

    VintageHoneysuckle said 10 years ago

    Ellie, thanks so much for sharing your tips!

  • FerntreeStudio

    FerntreeStudio said 10 years ago

    Great info, thanks so much! angie

  • KitzieG

    KitzieG said 10 years ago

    Great advice, I'll be saving this for reference! I just had my first mention in LivingEtc this month, so hopefully it's onwards and upwards.

  • DesignerKnits

    DesignerKnits said 10 years ago

    great post. thank you for sharing

  • LuRuUniques

    LuRuUniques said 10 years ago

    Thank you for the great info!!

  • makingthishome

    makingthishome said 10 years ago

    Thank you for this, Ellie. I've been brainstorming about how to expand/spread the word about my journals and baby books. Perfect!

  • Jusadreamin

    Jusadreamin said 10 years ago

    THANKS for sharing.

  • jargonhead

    jargonhead said 10 years ago

    This is wonderful advice, thank you so much for sharing!

  • billetsdoux

    billetsdoux said 10 years ago

    Thanks for a great article.......always wonderful to get insider info! Now to make a plan of attack!

  • evabdesigns

    evabdesigns said 10 years ago

    This is a great article - thanks so much, a lots of useful advice. Thank you Ellie:)

  • sparrowsalvage

    sparrowsalvage said 10 years ago

    Wonderful advice- it had never occurred to me to have cut-out ready images on standby! I intend to start doing press releases in a couple of months so this is invaluable. Thank you. I find UK-based style magazines to be my absolute favourite publications.

  • RomanceCatsAndWhimsy

    RomanceCatsAndWhimsy said 10 years ago

    Thank you for the great tips!!

  • ClockworkCrow

    ClockworkCrow said 10 years ago

    Wow! That just completely changed the way I think about advertising! Thanks!

  • ApricotStreet

    ApricotStreet said 10 years ago

    Very good and informative article, thank you

  • LifeCovers

    LifeCovers said 10 years ago

    I worked in marketing for 20 years and still learn something new most days. Thanks so much for your time and efforts.

  • paramountvintage

    paramountvintage said 10 years ago

    great advice! thanks!

  • KeepEvolving

    KeepEvolving said 10 years ago

    Thanks for the great advice!

  • littlekittenhomemade

    littlekittenhomemade said 10 years ago

    Great advice, thank you

  • GracefullyGirly

    GracefullyGirly said 10 years ago

    Thanks so much for the fantastic advice.

  • opendoorstudio

    opendoorstudio said 10 years ago

    wow.. .this is some great information! I was just thinking about how to go about this! thanks bunches!

  • lilabelledesign

    lilabelledesign said 10 years ago

    great advice, thank you ;o)

  • houseofistria

    houseofistria said 10 years ago

    this is wonderful, thank you so much. House of Istria xx

  • looking4things

    looking4things said 10 years ago

    super smart, thanks for sharing.

  • girltuesdayjewelry

    girltuesdayjewelry said 10 years ago

    Great advice! Thank you!

  • Balanced

    Balanced said 10 years ago

    very helpful advice! thanks a lot, Ellie.

  • JazzGreen

    JazzGreen said 10 years ago

    very helpful and succinctly written article - thank you too, Ellie!

  • hankietankie

    hankietankie said 10 years ago

    thanks so much for the great info! there is always so much to learn & do, thanks for making the process accessible & fun! xo

  • jewelrybyjg

    jewelrybyjg said 10 years ago

    Good advice - thanks!

  • floodplainstudio

    floodplainstudio said 10 years ago

    Great advice for us Etsy sellers busy building our empire!

  • ABoxForMyTreasure

    ABoxForMyTreasure said 10 years ago

    Such a useful article - thank you so much for sharing!

  • accentonvintage

    accentonvintage said 10 years ago

    Super advice and helpful! Thanks, Ellie!

  • PhilStarkey

    PhilStarkey said 10 years ago

    Really useful info. Much obliged.

  • myvintagecrush

    myvintagecrush said 10 years ago

    Great tips! Very helpful for new etsyans ;)

  • craftpile

    craftpile said 10 years ago

    I'm inspired, Ellie! Thanks so much for the advice!

  • anastasiaalexandra

    anastasiaalexandra said 10 years ago

    Thanks so much for taking the time to help the rest of us. I need all the help I can get and I really appreciate your advice.

  • papergirlstudios

    papergirlstudios said 10 years ago

    Great tips! Short and to the point! Thanks!

  • bellasparty

    bellasparty said 10 years ago

    Thanks for the great tips!

  • AlissaRose

    AlissaRose said 10 years ago

    Wow Ellie, thanks so much for this info. This was great.

  • ScarlettLane

    ScarlettLane said 10 years ago

    Great tips! Thanks for the info! I am forever working on photography...

  • ikabags

    ikabags said 10 years ago

    Many thanks Ellie for advice !

  • chriswaind

    chriswaind said 10 years ago

    This is great advice. Thanks for this.

  • frenchtoastfriday

    frenchtoastfriday said 10 years ago

    Thanks for the advice Ellie! *love the map notebooks

  • alonalona

    alonalona said 10 years ago

    Fantastic advice, many thanks for this!

  • fluxplay

    fluxplay said 10 years ago

    Very useful advice, thankyou!

  • TheThistlePatch

    TheThistlePatch said 10 years ago

    great tips! ... plenty to think and plan about!!

  • siragwatkins

    siragwatkins said 10 years ago

    Thanks for the tips!

  • kittyd

    kittyd said 10 years ago

    Thank you! ♥

  • laceydu

    laceydu said 10 years ago

    Useful tips about cut-outs, I knew I should have these on hand, but I didn't know they were called cut-outs; it's great to know the lingo! Thanks!

  • HomeDeconomics

    HomeDeconomics said 10 years ago

    This is something I have been thinking about casually for a while. Now that I have good directions I can put it on the front burner for next year!

  • theromanticpanda

    theromanticpanda said 10 years ago

    this article came with perfect timing for me!

  • Waterrose

    Waterrose said 10 years ago

    Great information! thanks!

  • xoazuree

    xoazuree said 10 years ago

    Wonderful tips. I guess it might be too late to contact people about the calendars I just got up in my shop but there is always next year!

  • studio3ten

    studio3ten said 10 years ago

    thanks - great info!

  • camamiel

    camamiel said 10 years ago

    Great advices!

  • recycledwares

    recycledwares said 10 years ago

    Thanks for sharing your tips and tricks. I hope to find magazines for vintage.

  • ArtisanHandcrafted

    ArtisanHandcrafted said 10 years ago

    Well put! Thanks so much...lots of food for thought!

  • mrYen

    mrYen said 10 years ago

    Great tips, this is something I'm looking into, so its great to have this insider info! .....Oh & thanks for including my papercut vintage map covered notebooks.

  • kmedesigns

    kmedesigns said 10 years ago

    Wonderful advice! Thank you for sharing!

  • LetterLoveDesigns

    LetterLoveDesigns said 10 years ago

    Very interesting - thanks for the tips!

  • shanidesign

    shanidesign said 10 years ago

    Very good advices and finds! Many thanks!


    SISTERBATIK said 10 years ago

    Great tips! We have recently opened on Etsy and were just talking about ways to increase our exposure over a coffee and here was an article telling us just how!! Thanks so much!! Would welcome vistis to our store - great items tocheer up the home!! Lovingly - SisterBatik

  • tropicalcottage

    tropicalcottage said 10 years ago

    I was so excite to finally find advice on this subject. I have heard the advice before on using a whie back ground for your photos but my problem is My medium is almost always white.My shell art ,I find, works better sometime on a black background. Do you think it's better to send a real product as a gift to the editors? Thank you, Penelope

  • dorijewellery

    dorijewellery said 10 years ago

    Great advice thank you

  • frecklesoriginals

    frecklesoriginals said 10 years ago

    Great article.What more can be said except if you have faith in what you do then continue to go forward.

  • SewItsCustom

    SewItsCustom said 10 years ago

    Thank you for the great advice! I had read something on this order in a book for the self employed, but this article made it seem more real and approachable!

  • einatagmonjewelry

    einatagmonjewelry said 10 years ago

    Thanks so much for the article! I have just overhauled my shop and am really excited about getting the word out. It would be really helpful to find a sample press release that you might send to a blog, magazine or newspaper. If anyone has one, can you send me the link in a convo? :-)

  • IkvothaMashiach70

    IkvothaMashiach70 said 10 years ago

    Lovely article, many thanks!

  • Karramandi

    Karramandi said 10 years ago

    Great tips, thank you so much. Something to definitely think about in the future.

  • HelenRawlinson

    HelenRawlinson said 10 years ago

    A very thourough reminder of what I should be doing! It's always a bit ad hoc in my world, but when I do get the timing right it really doess work! Thanks for the jolt!

  • jewelsforhope

    jewelsforhope said 10 years ago

    Love the tips..I just might try them. Happy holidays!!!!

  • tinycherubs

    tinycherubs said 9 years ago

    Great article, very interesting information, thank you! :0)

  • MysticalRaindrops

    MysticalRaindrops said 9 years ago

    Thanks for the advice. It's nice to find all this help for us amateurs.

  • pawsintime

    pawsintime said 9 years ago

    Great article, lots of good info. Thanks

  • peonyandthistle

    peonyandthistle said 9 years ago

    Thanks - so useful to hear this from someone who's used to having to gather content for publications!

  • KatieMacCeramics

    Kate McCulloch from KatieMacCeramics said 8 years ago

    great tips, especially from someone who's on the other side, as such. Best get working on all those tips. Thanks again Ellie & Amity

  • Bethany1955

    Bettie from CollectiveGathering said 8 years ago

    I just wanted to find out how to get featured on Etsy, not the world. Where can I find that information? I've been looking for the past 20 minutes on the Etsy website, and can't find anything. I have tried looking several times now and have simply given up because I can't find any answers.

  • Infinitiplus1

    Shari from Infinitiplus1 said 8 years ago

    Interesting ideas. I realize now that I need a better camera. My photos aren't up to par.

  • SChushcoff

    Sarah Chushcoff from TesourosdaSarah said 8 years ago

    Great advice! I'll be reading this over a few times!

  • ArtEu

    P. Charlotte Infantellina from ArtEurope said 8 years ago

    Thanks for suggestions...I'm new on Etsy and need to understand better how it works and the different strategies and steps to be done! Charlotte

  • makemesmilejewelry

    cheryl wagner from MakeMeSmileJewelry said 7 years ago

    Thank you...your tips are very helpful!

  • sendadove

    Birdagram from Birdagram said 7 years ago

    very useful info, thanks

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