Interview: Rory Halperin

Rory Halperin has been a senior editor at Time Out New York Kids for almost one year.

Rory Halperin has been a senior editor at Time Out New York Kids for almost one year.

Prior to her current position, Halperin held editorial posts at Child and Good Housekeeping, where she focused on parenting and family-related topics like child development, children's media, and toys.

PRWeek: How does Time Out New York Kids differ from other parenting titles?

Rory Halperin:
We're much more of a niche publication since we're reaching out specifically to parents in New York City and the tri-state area.

We consider ourselves the definitive guide to parenting in New York City because we cover news stories and issues related specifically to urban families, as well as events in the five boroughs.

There are so many parents in the city right now with young kids, and they come to us for advice and information.

PRWeek: Time Out New York Kids started going monthly in March of this year. How has that changed the landscape of the publication?

The switch from bi-monthly to monthly has been great for us. A lot of our content is news- and events-based, so we can cover topics in a much more timely manner.

We've also redesigned the magazine to make it more user-friendly. Our Web site is updated throughout the week with new events, blog entries, and exclusive content.

PRWeek: With so many products and shows targeting parents, what kind of strategies work for companies trying to engage them?

Halperin: Parents reading our magazine are looking for products that are educational, fun, and safe. They want to make sure that they're buying from a trusted brand, but they also want to be certain the products are designed well.

Our readers are stylish and savvy, so they want the goods they purchase for their children to be stylish, too. That's why we're seeing so many cool-looking wooden toys for kids, trendy fashions, and hip furniture lines.

PRWeek: What's it like working with PR pros?

Generally, positive. There are some PR people that I've been working with for years and I consider friends.
On the other hand, there are PR people who are a bit too overwhelming. They'll call and e-mail a hundred times. Sometimes they don't realize how busy editors are; we can't always get back to them right away, especially if they're pitching us with something we're not working on at the moment.

I also really like when PR people are familiar with the content of the magazine. They should know what types of articles we cover and what types we don't. I find it frustrating when they pitch ideas that are not appropriate for the magazine. In general, I also prefer e-mail to phone calls.

Name: Rory Halperin

Outlet: Time Out New York Kids

Title: Senior editor

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