Buzz reaches out to the masses

The Sun's Saturday edition has just launched Buzz, a weekly supplement that spices up the old TV listings by adding in fashion, beauty, celebrity gossip and interviews.

The Sun launches Buzz
The Sun launches Buzz

PR professionals report that this new content has made the TV magazine a more valuable media target. It has greater longevity, will demand more attention from readers and broadens the range of clients that can access its eight million readership.

'The reinvention of The Sun's TV magazine has been a long time coming and Buzz has loads of new opportunities for PROs,' says Hackford Jones' manager and former X Factor publicist Sara Lee.

Account manager at John Doe, Samantha Cunnington, agrees: 'Buzz is a far more PRfriendly magazine than its predecessor. Its lifestyle format offers the reader the "need to know" on fashion, food, lifestyle and TV.'

Buzz is designed to appeal to women between the ages of 20 and 50, and focuses on the big Saturday night shows, as well as soaps, British comedies and real-life documentaries. It is split into three sections: TV news and interviews, lifestyle (fashion, beauty, food and home) and TV listings.

Lee says: 'Because it inc-ludes fashion, gossip and lifestyle content, readers will keep it on their coffee tables for a whole week, rather than throwing it out on Sunday.'

Cunnington agrees this extra content makes it a stronger media target. 'It has a wider appeal for the reader, so you know they will be more interactive and observant when reading the magazine,' she says: 'The main difference from a PR perspective is that the clients don't have to be TV-related.'

For PROs, the newspaper's main advantage is the high readership figures. The Sun's Saturday editor Jane Johnson says Buzz has a larger reach than its TV supplement rivals, so it can demand the biggest TV interviews, news exclusives and picture shoots. She also believes it is unique in covering both TV and lifestyle comprehensively. 'We are a really effective way to reach a mass audience,' she says.

In order to secure coverage, PROs should be thinking about pitching stylish but affordable products for the lifestyle section or big-name interviews. They also need to pitch stories exclusively. 'We work closely with the TV publicity departments to make sure we bring our readers all the latest TV stories and pictures. When it comes to TV, news exclusives are key. Each week we have a big-name star on our cover, we have quick celeb Q&As and also feature a story from a real-life documentary,' says Johnson.

Lee says these quick Q&As are great if you have limited time with TV talent. 'Some interviews will only take ten to 15 minutes, but they still get really good coverage and prominence,' she says.

And remember the golden rule. Make sure pitches are targeted: the right client for the right journalist in the right section.

QUICK FACTS

Circulation: 3,042,406 (The Sun; ABC August 2010)

Readership: Eight million daily

Target reader: Women aged 20 to 50

Deadlines: The earlier the better. Goes to press just over a week before the magazine is published

Contact: Editorial assistant Stephanie Lowe 020 7782 4377

 

A MINUTE WITH ... Jane Johnson, Saturday editor, The Sun


Who reads The Saturday Sun?

We have a huge reach and readers from a broad age range. However, Buzz is angled to appeal to young women in their twenties, thirties and forties. The newspaper on a Saturday has a great football pull-out and female readers now have something that is tailored for them.

What advice do you have for PROs?

We look for something new and relevant to our readers. So, if it is a TV-related idea make sure it is one of the programmes we like - the soaps, great comedy, chat shows, real-life documentaries, etc. And fashion products must be on the high street and/or affordable.

Is there exclusive web content?

Currently, there is no separate website for Buzz, but we do have a Buzz section on The Sun's website, which has exclusive video content.

What are the deadlines?

We go to print just over a week before the magazine is published and are always working on a number of editions, so the earlier PROs can pitch, the better.

How should PROs get in touch and to whom should they speak?

A good first point of call is editorial assistant Stephanie Lowe.

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