The title where celebs rule OK!

Its circulation may have plunged, but for celebrity publicists, fashion flacks and beauty PROs, weekly women's magazine OK! remains a key title.

OK magazine
OK magazine

The glossy magazine, which has been running for more than a decade, has seen a number of changes in its history to keep it relevant. Despite this, the latest ABCs showed a 20 per cent year-on-year drop.

OK!'s most recent initiative was the launch of an iPhone app, which had a rocky start after media reports suggested it invaded the privacy of celebrities by telling users where they had been spotted.

But OK! assistant editor Christian Guiltenane insists the magazine would never do anything to compromise the privacy of celebrities: 'The app simply collates information that is already in the public domain. It doesn't tell you where celebs will be.'

Celebrities are the magazine's bread and butter. Former pop singer and reality TV star Kerry Katona has recently been resigned as a columnist, alongside Girls Aloud member Kimberly Walsh.

GolinHarris associate director Donna Amato says the key for PROs wanting to secure coverage for a celebrity is to offer an interview with the star as an exclusive: 'Offer at least a 10-15 minute interview or 10-15 questions. The more personal details or comments on other celebrities the star can give the better.'

Using celebrities to promote a brand is also an opportunity to achieve coverage for clients, suggests Radiator PR co-founder Gaby Jesson: 'We often have celebrities linked to our fashion clients. OK! prefers to shoot celebrities at home or in glamorous locations. The magazine is good at featuring fashion brands within celebrity shoots, but one brand won't dominate all of a shoot.'

Mentioning products that celebrities are linked to also needs to be negotiated in advance, warns Jesson, who suggests putting everything in writing before a shoot.

Other opportunities for coverage include the OK! Parties pages. Lucre account director Gill Alexander advises: 'If you want to get OK! to cover your event, you need a celebrity-heavy guest list, and don't assume a couple of Hollyoaks regulars will swing it for you. Once the magazine has covered your event there's a good chance it will do so again but you always have to submit your guest list before they'll give you the go-ahead.'

Alexander also suggests using the magazine's food section as an effective way of publishing a restaurant client with a celebrity twist: 'It's best to approach the food writer initially with the names of the celebrities you intend to have dining, but also recipes for the dishes to be featured and details of the restaurant.'

However, it is not all plain sailing. Alexander warns: 'One celebrity had to be dropped when she revealed a few days before the shoot that she'd signed up to a rival magazine for a six-week diet feature.'

 

QUICK FACTS

Circulation: 478,878 (ABCs Jan-June 2010)

Frequency: Weekly

Website: ok.co.uk

Deadlines: Monday-Wednesday for the next week's issue for news. Shoots should be arranged two to three weeks in advance of publication

Contact: Natalie. posner@express.co.uk 020 8612 7067

 

A MINUTE WITH ... Christian Guiltenane, assistant editor, OK!

Christian Guiltenane

How does OK! differ from other weekly glossy magazines?

OK! doesn't focus on unfounded gossip and it features exclusive photography and interviews. It prides itself on exclusive content - whether that be at-home shoots, weddings or other exclusive shoots.

How does OK! distinguish itself from main rival Hello!?

We have a larger and broader range of readers. We have a younger look and are a lot more current and edgy. Our readers are professional women aged 20 to 45 and we are more mainstream. Hello! tends to feature more obscure European celebrities, while we include more A-list US and UK-based stars.

How has the magazine changed over the past few years?

It's a lot more like a glossy magazine these days. We've made fashion a larger focus of our content too. We want readers who buy OK! to have everything they want in one place, from exclusive features to fashion, beauty and food.

In which celebrities is OK! interested?

There is an impression we are just interested in mainstream celebrities such as Kerry Katona or Michelle Heaton. But we cover a good mix of great celebrities, from Christina Aguilera's and Britney Spears' weddings to soap stars.

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