Interview: Mickey Boardman, 'Paper'

Mickey Boardman, editorial director of Paper magazine, talks to PRWeek about Paper's editorial focus, the content on its Web site, and his interaction with PR professionals.

Name: Mickey Boardman

Title: Editorial director

Outlet: Paper

Web site: http://www.papermag.com/

Preferred contact method: mickeyb@papermag.com

Mickey Boardman, editorial director of Paper magazine, talks to PRWeek about Paper's editorial focus, the content on its Web site, and his interaction with PR professionals.

PRWeek: Who are your readers? How are you reaching them?

Mickey Boardman: It's people who are very interested in New York, whether they live in New York or whether they live around the world in sort of that New York state of mind.

PRWeek: What's the coverage on your Web site like? Are you focusing more on Web?

Boardman: We are. That's just been a natural progression. We've had a Web site since 1994… our Web site gets 10 times more traffic than the magazine. PR people still, once in a while, will not even consider doing something on the Web, but I have a lot more who ask for the Web because they understand that it's more timely.

PRWeek: That's something I've been hearing a lot, that fashion PR and marketing people aren't comfortable with the Web. Has that been easing up a bit?

Boardman: It has been, a little bit, especially about events and things. We very often do something called Out Last Night on our blog, which is just coverage with a lot of pictures and a little write-up.

PRWeek: What's your interaction with PR pros?

Boardman: There are publicists we have special relationships with, some at big companies, some at small companies, some who do all the independent movies, and some who work with Lindsay Lohan. So I think… publicists… know we're refocusing on the new up-and-comers.

PRWeek: How do you like to be pitched?

Boardman: I never check my voicemail. E-mail me, please. I don't want to have my name pasted on top of a form letter, which I get a lot of and hardly skim. I like to be pitched specific things, whether it's people or a product. I can't think of any times I've gotten a pitch about a trend piece that was something we'd want to do because, to me, if a publicist is pitching it, it's already too far past the newness to be something that we would do.

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