Magazine Guide #24: Diabetic Living

Publication: Diabetic Living
How Often Does It Come Out: Six issues a year
Distribution: National

Contributors vs Staff Writers: Difficult to work out due to the lack of bylines. The contributors page seems to indicate an even spread, but several contributors are experts (dieticians, doctors etc) as well as writers.

Target Audience:
Age: 25+
Gender: Male and female.
Interests: Various aspects of living with diabetes such as exercise, food, lifestyle, weight and wellbeing.

Topics and Themes:
Articles include "Why Sexual Healing Can Save Your Life", "10 Good Things About Having Diabetes", "Play Your Social Cards Right" and "Happy Feet". Topics help readers with different aspects of life with diabetes at various ages and catering to all types of diabetes (Type 1, Type 2, gestational, etc). Readers are offered advice to shed kilos, increase fitness, avoid diabetes complications, make healthy food choices, blend diabetes seamlessly into their lives and stay happy in their relationships.

Length of Features:
Previously 1,000-2,000 words, but now looking for more short, snappy articles under 1,000 words.

Tone and Style of Writing:
Lists, breakout boxes, subheadings and introductions up to 100 words are all popular. The mag also favours cut-out-and-keep guides, "good, better, best" comparisons and dot points with recommended actions (eg buy, eat, try, etc). The tone is positive and active, with common diabetes terms abbreviated (eg BGL = blood glucose level). Experts such as endocrinologists, exercise physiologists and diabetes educators are quoted in articles..

About How Many Features:
Apart from regular columns, first-person accounts, recipe pages and Q&As with experts, around 8 features.

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.

Magazine Guide #22: Good Health

Publication: Good Health
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers: Mostly freelancers, sometimes authoring more than one piece per issue.

Target Audience:
Age: 25-54.
Gender: Female.
Interests: Health, wellbeing, food, fitness, beauty and fashion.

Topics and Themes:
Sections include Mind + Body, Eat Smart, Good Look, Wellbeing and Regulars (letters, cooking, food news, beauty news, travel, ask our experts, stars etc). Here's a snapshot of article titles: "Love Your Body", "My Life Without Kids", "How to Tell If Your Teen Is Lying", "Modern-day Mystics" and "Acupressure: Is It For You?". Topics are predominantly creative, but mainstream, with some interest in alternative therapies.

Length of Features:
Typically 1,000-1,500 words.

Tone and Style of Writing:
Lists and/or sub-headings are used almost everywhere. One or two articles contain case studies, but most are how-to and provide recommendations, indicators, take-away wisdoms, solutions or similar. Breakout boxes also get a workout, while the language used is practical, firendly and matter-of-fact. Statistics, reports and experts are used, but the magazine is careful not to bombard the reader.

About How Many Features:
I counted 22.

Magazine Guide #21: QANTAS - The Australian Way

Publication: QANTAS - The Australian Way
How Often Does It Come Out: Monthly
Distribution: Australian in-flight magazine in QANTAS planes travelling regionally, interstate and internationally.

Contributors vs Staff Writers: Good news! It's predominantly freelance contributors writing the articles.

Target Audience:
Age: Professionals aged 29-45.
Gender: Male and female.
Interests: News, travel, culture, food, wine, people, arts and business.

Topics and Themes:
The magazines' content is divided into the following departments: Upfront, Travel News, Recharge, Talkabout (eg Louis Vuitton luggage, rugby, motoring, technology and books), Food & Wine, Diary (art, music and festivals) and Games (crossword, sudoku, quiz etc). Articles include short Q&A-style interviews with Masterchef judge, Matt Preston, and a prima ballerina, pieces on the Blue Mountains and France's cycling tours in time for the Tour de France and an examination of New York stationers.

Length of Features:
Around 750-2,000 words. Shorter snippets and Q&A interviews are as little as 300 words.

Tone and Style of Writing:
The audience here is mostly business travellers and the well-to-do (advertisements are for diamond rings, Volvos, wines, cameras, credit cards, banks, mobile phones, RM Williams clothing, etc). Titles are short and matter-of-fact (eg "Strait From The Heart" and "On the Road"). The language used is intelligent, but still accessible, and the writer is kept firmly in the background (no "I" or "we" is used). Some articles have lists, sub-headings and break-out boxes, the latter mostly for hotel and siteseeing information for destinations and case studies of brands in business articles. Most features have standfirsts of around 50 words.

About How Many Features:
Ten articles and five snippets.

Magazine Guide #20: eBayLife

Publication: eBayLife
How Often Does It Come Out: Quarterly
Distribution: National

Contributors vs Staff Writers:
Freelance contributors galore!

Target Audience:
Age: I'd say 15+
Gender: Male and female
Interests: Buying and selling on eBay.

Topics and Themes:
Success stories about eBay sellers, celebrity eBay shoppers, weird and wonderful auction listings, tech advice about skills like uploading photos and cross-promoting, bargain-hunting tips and buying and selling specific articles like vintage clothing, toys, gadgets and cars.

Length of Features:
Mostly 1,000-1,500 words.

Tone and Style of Writing:
The magazine sounds knowledgeable, warm and enthusiastic -- a trusted friend encouraging you to save and earn money on eBay. The reader demographic very broad age-wise, so the mood is kept light and features are made as fun and easy to read as possible. Lists, break-out boxes, quizzes, quick tips, sub-headings and skill level star ratings are popular and several question-and-answer interviews also feature.

About How Many Features:
Twenty, including several "Tech Advice" articles.

Magazine Guide #19: FHM

Publication: FHM
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
Full steam ahead -- plenty of page space for freelancers.

Target Audience:
Age: 18-35
Gender: Male
Interests: Fashion, sports, fitness, health, women, music, films, motoring, games and gadgets, sex, careers, food, travel... men's lifestyle generally.

Topics and Themes:
What do blokes like? Evidently, articles like the "Queen of the Hills" interview with Audrina Patridge, "Here's Why Australia Is Great," an interview with Oasis, "Six Ways to Work Smarter," "How Sex Built the Web," and "The Power and the Fury" about media powerhouse, Rupert Murdoch. My favourites are "Get Stallone's Sixpack" about imitating Rocky Balboa and "The Love God" on Richard Mercer of radio's Love Song Dedications.

Length of Features:
In "The Brief" section, 500 words, for the rest, 1,000-3,000 words.

Tone and Style of Writing:
Interviews are question-and-answer style and, unless accompanied by half-naked photos of the subject, are presented as a "Quote Unquote" page. Lists, subheadings and breakout boxes get a workout and long stand-firsts are sometimes used. The tone is intelligent and slightly cheeky. Readers want to be the men interviewed, date the women, and read articles to help them become successful, attractive and admired by both sexes.

About How Many Features:
In "The Brief" at the front: 10.
Longer articles: 15.

Magazine Guide #18: Weight Watchers

Publication: Weight Watchers
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
There are four experts, in the areas of fitness, nutrition, food and men's health. Although they aren't listed as staff on the masthead, a couple of writers have two articles published in this issue, suggesting the magazine has a stable of preferred freelancers. Overall, signs are promising though.

Target Audience:
Age: 18+
Gender: Female
Interests: Weight loss, beauty, health, nutrition, beauty, fitness, psychology.

Topics and Themes:
Miraculous weight loss stories with the aid of Weight Watchers are obviously a focus. Articles "Think Yourself Slim," "The Simple 7-day Confidence Plan," "10 Reasons to Trim Down With Weights" and "Love After Weight Loss" are representative.

Length of Features:
Usually 500-1,500 words.

Tone and Style of Writing:
Lists and time limits are popular, eg "10 Reasons to...", "The 7-day Plan to..." and "10 minutes to...". Articles tend to promise readers a benefit. Other devices include breakout boxes, a food diary, case studies, sub-headings, and FAQs. The tone is positive and encourages readers to set and achieve goals.

About How Many Features:
Eleven.

Magazine Guide #17: Girlfriend

Publication: Girlfriend
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
The lack of bylines makes it difficult to tell, but chances are slim unless you can offer something that can't be written in-house.

Target Audience:
Age: 14-17
Gender: Female
Interests: Celebrities, fashion, health, beauty, relationships and lifestyle for teenagers.

Topics and Themes:
It's an embarrassingly long while since I read Dolly and Girlfriend religiously. A lot has changed, but not in a bad way. I only recognise half the celebrities and there is now an anti-bullying theme rather than a focus on the environment and DIY beauty like back in my day. I was expecting references to blogging and Facebook, but there's so much it almost dominates the magazine. Being the February issue, there's also a romantic vibe (with free heart-shaped cupcake moulds!) and "back to school" articles.

Length of Features:
Typically 500 words and rarely longer, so submit a full article up front rather than pitching first.

Tone and Style of Writing:
The sealed sections, quizzes and reader confessions are all still here. The tone is upbeat and friendly, but not silly. There are plenty of lists, subheadings, case studies, breakout boxes and "your say" boxes. Interviews are question-and-answer style. Where appropriate, experts like psychologists are quoted.

About How Many Features:
Ten or so.

Magazine Guide #16: Peppermint

Publication: Peppermint
How Often Does It Come Out: Quarterly
Distribution: National

Contributors vs Staff Writers:
A decent chance, considering the gorgeous, uncluttered new web site has a submissions page. Include brief details about yourself, why you're contacting the magazine, where you hail from, your background and what you can offer. Warning: "budgets are limited".

Target Audience:
Age: I reckon 18-35
Gender: Female
Interests: Fashion, sewing, art and craft, and beauty, all with a vintage-organic-ethical-environmental slant.

Topics and Themes:
Where do I begin? I'd never given this mag the time of day before, but I am totally enthralled now. Reasons to adore it include simple, stunning sewing patterns, and articles on a caravan that doubles as a vintage shop, one woman's six-month ban on buying new clothes, and an eco-mermaid. No, I'm not kidding!

Length of Features:
Generally 500-1,200 words.

Tone and Style of Writing:
Relaxed and colloquial without too much word-play. Interviews are the question-and-answer variety. A mixture of third- and first-person perspective is used and some articles employ case studies. Blogs and web site URLS are religiously cited. Breakout boxes and expert quotations have taken a vacation and are nowhere in sight.

About How Many Features:
Hard to tell short snippets from articles, but around 14.

Magazine Guide #15: Dance Australia

Publication: Dance Australia
How Often Does It Come Out: Six issues per year
Distribution: National

Contributors vs Staff Writers:
A fair chance, although the magazine is advertising in this issue for a Sydney-based freelance writer to join their staff.

Target Audience:
Age: 13-50 and beyond
Gender: Female
Interests: Classical ballet and related forms of dance (contemporary, musical theatre etc).

Topics and Themes:
Topics include nutrition, techniques, dance education, performances and professionals. The Australian Ballet and upcoming musicals touring nationwide are obviously a focus. Articles are tailored toward professional dancers, students, choreographers and teachers.

Length of Features:
Several pieces are 2,000 words. Shorter pieces are from 500 words.

Tone and Style of Writing:
Dance Australia has a factual, authoritative language style. It assumes a knowledge of dance jargon in its readers (eg a story on grand jetes). Interviews can be Q-and-A or slotted directly into the article, but frequently appear in one form or another. They're not enthused by breakout boxes or subheadings. This is a serious dance magazine.

About How Many Features:
Ten, counting reviews.

Magazine Guide #14: Shop Til You Drop

Publication: Shop Til You Drop
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
Mostly staff-written, but you never know your luck.

Target Audience:
Age: Around 18-40
Gender: Female
Interests: Shopping, fashion and beauty.

Topics and Themes:
Shop Til You Drop aims to make fashion accessible to everyone, young and old, cashed-up and cash-strapped, skinny and curvaceous. Megan Moir Pardy's brilliant column tells shopping the way it is for bigger figures and articles sermonise on new ways to shop (group buying web sites, Mecca Cosmetica's new maxi-mart), new trends (backpacks) and new stores (Gap). Two of my favourite articles are "The Fashion Intern Wardrobe" and "The New Zine Scene" about fashion fanzines.

Length of Features:
Short pieces reach around 500 words and the longest pieces contain 1,500.

Tone and Style of Writing:
The writing is familiar and friendly, with short and sharp titles. Case studies, lists and breakout boxes all appear. The people in the know quoted are brand managers, stylists and designers. One article also refers to Urban Dictionary.

About How Many Features:
Let's say 11.

Magazine Guide #13: WellBeing

Publication: WellBeing
How Often Does It Come Out: 6 issues per year
Distribution: National

Contributors vs Staff Writers:
Plenty of contributors and the exciting news is there's even a page on the WellBeing web site about how to contribute to the magazine. It talks about word length, themes of the magazine, style guidelines, how to research and best of all, pay rates ($220 per 1,000 words published or $150 for a whole experience-based article). Also note the magazine prefers writers to submit photos to accompany their writing, especially for travel articles.

Target Audience:
Age: 25-50 and beyond
Gender: Mostly female
Interests: Natural health and beauty, wellbeing, relationships, the environment, mind, body and soul.

Topics and Themes:
Aside from the expected topics of yoga and meditation, there are articles on holidaying in Broome, India and Canada, the concept of "slow cities," all-natural DIY muscle-soothing remedies, rejuvenating your eyes, turning off the iPhone and computer and performing a "digital detox" on your life, art and play therapy, burnout at work, eating disorders and the benefits of corn.

Length of Features:
Generally 2,000-2,500 words, except for "real life experiences," which should be around 800 words.

Tone and Style of Writing:
There is a strong how-to focus, with articles being worded in a direct and helpful way. Dot points, subheadings, breakout boxes and self-checking lists are often used to aid meaning. Some experts are quoted, but infrequently. The magazine seems to be trying to avoid hitting readers over the head with statistics, experts and survey results. 

About How Many Features:
Around 20, plus eight regular columns!

Magazine Guide #12: Harper's Bazaar

Publication: Harper's Bazaar
How Often Does It Come Out: 10 issues per year
Distribution: National

Contributors vs Staff Writers:
Around half-and-half. Gather a few clips from other fashion mags first, then pitch away!

Target Audience:
Age: 25-45
Gender: Predominantly female
Interests: Fashion and beauty, with some lifestyle, travel, health and culture thrown in.

Topics and Themes:
Intriguingly, Harper's Bazaar has just begun a media partnership with The Australian Ballet, so there is a ballet theme in this issue, including an interview with Black Swan star, Natalie Portman. The luxury feel of this magazine is ever-present, from the Giorgio Armani interview aboard his yacht to Jessica Alba discussing her high-end fashion tastes, to the short piece on Cartier jewels. There is also a piece on the emotions behind eating, "Fed Up," and my favourite, "Shop Girl," about the beauty director's day job-shadowing at a Myer beauty counter. 

Length of Features:
Ranging from 400-2,500 words.

Tone and Style of Writing:
Intelligent, name-dropping and bursting with fashion-insider knowledge. Subheadings are notably absent. Breakout boxes appear occasionally and there is one list -- a style forecast for 2011. Experts are quoted where appropriate, but are more likely to be designers and authors than scientists.

About How Many Features:
I counted 16.

Magazine Guide #11: Women's Health & Fitness

Publication: Women's Health & Fitness
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
Prospects seem hopeful as a freelancer.

Target Audience:
Age: I'd say 20-45
Gender: Female
Interests: Health, sport, fitness, weight loss, nutrition, beauty, relationships and wellbeing.

Topics and Themes:
Features include "Beginners' Guide to Triathlon," "Relationship Renewal" in the Whitsundays, "Predicting the Future" about pinpointing the onset of menopause and "10 Reasons Why Pets Are Good For Your Health". Other topics include freckles, eye health, hiking, Kelly Osborne's fitness transformation, consuming less meat and comparing health benefits of various cooking oils.

Length of Features:
Typically 1,000-1,500 words and maybe 2,000 words occasionally.

Tone and Style of Writing:
Friendly, straightforward and authoritative. Breakout boxes with handy hints, top tens and sample daily menus are popular, as are subheadings. Ads are for vitamin and protein supplements, skin care products, diet foods, sneakers, and sports events and programs. Articles quote professional athletes, dietitians, authors, and numerous scientific surveys and studies.

About How Many Features:
Around 15.

Magazine Guide #10: Yen

Publication: Yen
How Often Does It Come Out: Six issues per year
Distribution: National

Contributors vs Staff Writers:
More than a snowball's chance in hell of getting published. Good enough!

Target Audience:
Age: 18-30
Gender: Female
Interests: Art and photography, fashion, beauty, music, lifestyle and film.

Topics and Themes:
Ricki Lake, Oprah and Donahue make an appearance in an article on talk shows and being summer, there's a special on music festivals such as the Big Day Out and Future Music. I was excited to see an article by Sarah Ayoub of Wordsmith Lane fame (see my interview with her), which asks ten ordinary Australians "What It's Like To..." run into a fire, win gold, be naked on stage and do other extraordinary things. The magazine is definitely heavily into interviews, chatting with Johnny Depp's squeeze, Vanessa Paradis, as well as illustrators, designers, authors and rockers. There is also a whimsical offering on hula hooping.

Length of Features:
Up to 2,500 words, with 1,000-word features being the staple.

Tone and Style of Writing:
Less quirky, colloquial and personal than frankie, the writing is more reporter-style here, but on similarly offbeat characters and themes. There's also less of a political bent and crafty flavour. Interviews often use the question-and-answer format, while other articles frequently form makeshift lists using subheadings. Breakout boxes are sometimes used. Experts are rarely quoted and titles lean towards the clean and uncomplicated.

About How Many Features:
Fifteen.

Magazine Guide #9: Vogue

Publication: Vogue (Australia)
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
Don't get your hopes up too high -- although there is a fairly even split between staff writers and freelancers, The Australian Writer's Marketplace entry for the mag warns they are interested in hearing from "experienced writers with a strong publication record". Balls.

Target Audience:
Age: Around 20-50.
Gender: Female
Interests: Luxury fashion and beauty, with a smattering of travel, lifestyle, health, relationships and culture.

Topics and Themes:
Profiles on and interviews with resurgent and new designers and brands are heavily represented. There is also analysis of romance, divorce and whether to age gracefully or fight nature in this issue. "Help Me Help You" is an article on mentoring, using the Zimmermann sisters' mentoring relationship with the design team behind Romance Was Born as a prime example. Articles on perfume, fake tanning and female balding round out the selection.

Length of Features:
Usually 1,000 - 2,500 words.

Tone and Style of Writing:
Short, plain-Jane titles are the way to go. Articles tend to feature plain text without subtitles to break it up, with break-out boxes used sparingly. Interviews are occasionally Q&A-style. The language is serious, but readable, and at times semi-academic in tone. Experts such as English professors, cultural analysts, CEOs of companies, medical practitioners and presidents of nation-wide organisations are quoted. Vogue is not afraid to cover well-trodden magazine fodder (eg romance), but take it to some depth and analyse it in terms of contemporary culture.

About How Many Features:
Fifteen.

Magazine Guide #8: Marie Claire

Publication: Marie Claire
How Often Does It Come Out: Monthly
Distribution: National

Contributors vs Staff Writers:
Seems predominantly freelancers doing the writing, but many features are commissioned from overseas, says The Australian Writer's Marketplace. However, Marie Claire "maintains a healthy local content".

Target Audience:
Age: 18-45, according to The Australian Writer's Marketplace. I'd say around 25-50.
Gender: Female
Interests: Fashion, women's issues, current affairs, beauty, lifestyle, wellness, relationships and celebrity.

Topics and Themes:
Articles in this issue I'm reading are about sex trafficking, an interview with Elle McPherson, an excerpt from Portia de Rossi's autobiography, HIV/AIDS, behind the scenes of the fashion industry, an acting summer camp that breeds future stars, what life will be like in 10 years' time, a real-life story of a woman who left her husband for his brother and the 33 people trapped in a Chilean mine.

Length of Features:
Up to and frequently at 2,500 words.

Tone and Style of Writing:
Authoritative and direct. It is friendly, but leave puns, clever wordplay and slang terms at home.

Breakout boxes and subheadings are occasionally used, but large blocks of text are certainly acceptable. The order of the day is simply to write an article, without bells and whistles. Subjects tend to tell their stories firsthand.

About How Many Features:
Twenty.

Magazine Guide #7: frankie

Publication: frankie
How Often Does It Come Out: Six issues per year
Distribution: National

Contributors vs Staff Writers:
A little from column A, a little from column B.

Target Audience:
Age: Roughly 20-30
Gender: Mostly female
Interests: Art, music, fashion, craft and life.

Topics and Themes:
Interviews with home-grown artists, musicians and ordinary people (eg cafe owners, new Australian citizens); retro/cute art projects and cookery; hard-hitting issues such as gay rights, housing affordability and depression; nostalgia etc.

Length of Features:
Many short snippets in the 400-700 words range, with a few longer pieces to a maximum of 1,500 words.

Tone and Style of Writing:
Offbeat and anecdotal. 

Experts and statistics are rarely, if ever, used. Many articles are monologues or are interviews with either a question-and-answer or "as told to" format, with one long quotation from the subject. There are some product reviews (comparing eight soups in one example), brief lists and a tongue-in-cheek how-to article.  There are no breakout boxes in sight.

About How Many Features:
30 or so. Phew!!