TSP: Heidi Beich, Features/Promotional Coordinator, On Premise

By Jason Falls

Trade publications, large and small, often include journalists with varying roles. This edition of The Straight Pitch features Heidi Beich who serves as a features and promotional articles coordinator for On Premise magazine as just one of her many roles as marketing manager for Slack Attack Communications. On Premise is the official publication of the Tavern League of Wisconsin. Slack Attack Communications is a trade magazine publishing house which produces a variety of trade magazines including the bar and tavern, electricity, medical and construction industries.

Beich’s responsibilities are a testament to the notion that media members come with a wide range of time commitments, making efficiency in pitching paramount. She handles advertising accounts, billing collection and proofreading/editorial responsibilities in addition to her features and promotional subject matter coordination.

Slack Attack Communications is online at www.slackattack.com. On Premise magazine can be found at www.slackattack.com/on-premise.htm. And it is there you can find perhaps the coolest online publication presentation we’ve ever seen. The entire magazine can be browsed in the site’s flash presentation by clicking on the cover and subsequent pages. The animation flips the page as if you’re actually reading the magazine. Kudos for the bell/whistle!

THE STRAIGHT PITCH

Name:
Heidi Beich

Position & Organization:
Marketing Manager, Slack Attack Communications/On Premise magazine

Organizational Background/Audience Profile:
Publisher of quality trade association magazines. On Premise, the official publication of the Tavern League of Wisconsin, is one of our magazines. On Premise is a full color bi-monthly publication that is direct mailed to over 5,000 Tavern League of Wisconsin members statewide. Members consist of owners, managers and employees of bars, restaurants, resorts, hotels/motels, country clubs, night clubs, liquor stores, pubs, etc. On Premise is also sent to legislators, potential members, newspaper editors, advertisers and other important people concerned with the hospitality industry.

Briefly describe your role:
Advertising account executive; coordinator of feature articles and “Promo Page” contacts; proofing/editing magazine; project coordinator back-up; past due accounts manager

Tell us a little about your background:
Bachelors degree in marketing at the University of Wisconsin-La Crosse; Working at Slack Attack Communications for three years with a wide variety of responsibilities; Responsibilities vary depending on the project: Project coordination, advertising sales, editorial selection and some writing, billing & accounts receivables, project proposals, prospecting, trade show participation, various clerical duties.

How do you prefer to be approached with story ideas?
Emails work well because I have the information, can print it off or file it for potential future stories or side bars. Otherwise, I love receiving packages by mail that include a press release, samples and photos. I like detailed discussions, which I can then summarize depending on space availability. Accompanying product photos are also helpful.

What key ingredients make a pitch appealing to you?
Direct relevance to the hospitality industry, as in a new alcoholic product, gadget/tool, or equipment, that would be of interest to our readership in Wisconsin. Many times I receive press releases on new product launches in the U.S., but they are not necessarily available in Wisconsin yet.

What methods of pitching or contents within a pitch turn you off to the idea?
Announcements of big companies’ news, like a big merger of businesses we haven’t heard of here in Wisconsin, or internal promotions, like a company announcing that “John” has been appointed to V.P. of sales, etc.

Which are more helpful in your decision-making, press releases or fact sheets?
Press Releases, but basic product facts, details, photos, and when it will be available in Wisconsin.

Do you prefer broad story ideas or pitches intended for specific segments, features or placement?
We promote our affiliate members and corporate sponsors mostly for our feature articles. Otherwise we try to stick to referencing local/statewide companies. I prefer specific product pitches, which I take into consideration for the “Promo Page” segment that goes into each issue.

What else can PR professionals do to help you do your job?
Send photos and samples of the products with press releases.

Technorati Tags: Heidi Beich, On Premise, Slack Attack Communications, Slack Attack, Wisconsin, trade magazines, trade publications, bar, tavern, bar and tavern industry, alcohol, spirits, story ideas, story pitches, media relations, print, print journalists, public relations

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The Straight Pitch is a feature surveying media members at various levels of responsibility and influence and asking the general question, “How do you like to be pitched?” To recommend a media member, email us at jason@straightpitch.com. If you are a media member and would like to participate, please visit our media survey online by clicking here.

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