Who is your client? What are its media goals?
Danielle Pagano: [Cookbook authors] chef Tony Mantuano and his wife, Cathy... and their media goal in this case was to drive national awareness and sales of their newest title, Wine Bar Food, which was published by Clarkson Potter.
What made O, the Oprah Magazine right for this book? How did you pitch the editors there?
Pagano: O reaches more than 2.4 million readers each month, and another 2.8 million are on Oprah.com. Tony and Cathy, a husband-wife traveling, writing, chef and wine duo, greatly appeal to the O audience – a savvy bunch that loves style, cooking, and entertaining. But even with that, we knew we couldn't just send a review copy of Wine Bar Food over, so we reached out to O's food editor Salma Abdelnour, setting up a meeting where she could...get to know Tony and Cathy.
Did you media train the Mantuanos? What other information did you provide to clinch this placement?
Pagano: Tony and Cathy are naturals with the media, but we still spent some time with them going through the style of O's different sections, some past coverage, and what from Wine Bar Food was most likely to be of interest to the magazine. We also provided [Abdelnour] with recommended pantry items, including the brand, copy of the book, recipes, photography, and wine pairings.
What was the impact of the hit?
Pagano: In addition to the piece in the magazine, Cathy also did a piece for Oprah.com on pairing wines with wine bar food. [The book] is now in its second printing, so the authors are very happy with our work.
Name: Danielle Pagano, VP for travel, food, wine, and spirits at Quinn & Co. (New York)
Placement: O, the Oprah Magazine, January
Pitch timeline: Eight months