Magazine Guide #23: The Knot

Publication: The Knot
How Often Does It Come Out: Twice a year
Distribution: National

Contributors vs Staff Writers:
This is only the second Aussie print edition of The Knot, although the online version (http://www.theknot.com.au/) has been going for several years. I understand the website also pays freelancers for online articles. The substantial list of contributors in the masthead includes hair and makeup artists, photographers etc, so actual casual writing gigs with the glossy may be less than first appears the case. I'd say a decent chance of a freelance writing assignment between the website and the paper magazine though. Pitch away!

Target Audience:
Age: 25-35.
Gender: Female.
Interests: All aspects of weddings -- planning, fashion, beauty, stationery, honeymoons, etc.

Topics and Themes:
Articles include "Spa Treatments You Must Try", "The New Registry Rules", "How to Brand Your Wedding" and "The Other Parties Primer". Etiquette and chic, creative ideas seem to be the mainstay themes. See the website as well for further story topics.

Length of Features:
Around 1,000 words. Longer for travel pieces -- up to 2,000 words.

Tone and Style of Writing:
The Knot caters to various price points in the products it showcases, mixing Royal Doulton with cheap-but-chic options (eg the "30 Bomboniere Ideas Under $5" feature). This approach gives the magazine an "everywoman" feel. It is also highly visual, focusing on creating beautiful wedding eye candy. Big blocks of text are avoided to give a more appealing design, with breakout boxes, sub-headings and lists of bridal tips all heavily favoured. This can probably be attributed to the magazine's online heritage, as can the very practical, helpful style of its writing (give brides concrete details of products and services, eg price, supplier's website, phone number, what to ask for, etc).

About How Many Features:
Ten normal features, plus eight real wedding stories, two real honeymoon experiences and an "Ultimate Planning Guide" special.