Accessibility Statement Skip Navigation
  • Resources
  • Blog
  • Journalists
  • +44 (0)20 7454 5110
  • Client Login
  • Send a Release
Return to PR Newswire homepage
  • News
  • Products
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All Public Company News
      • All Multimedia News
      • View All News Releases

      • Regulatory News

      • D/A/CH Regulatory News
      • UK Regulatory News
      • View All Regulatory News

  • Business & Money
      • Auto & Transportation

      • Aerospace & Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads & Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking & Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film & Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers & Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalisation
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls & Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil & Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defence
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation & Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking & Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers & Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines & Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics & Personal Care
      • Fashion
      • Food & Beverages
      • Furniture & Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewellery
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film & Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks & Tourist Attractions
      • Gambling & Casinos
      • Hotels & Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Animal Welfare
      • Corporate Social Responsibility
      • Economic News, Trends & Analysis
      • Education
      • Environmental
      • European Government
      • Labour & Union
      • Natural Disasters
      • Not For Profit
      • Public Safety
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Overview
  • Distribution
  • Paid Placement
  • Multimedia
  • Disclosure Services
  • SocialBoost
  • Rooms
    • MediaRoom
    • ESG Rooms
  • AI Tools
  • General Enquiries
  • Media Enquiries
  • Partnerships
  • Hamburger menu
  • Cision PR Newswire UK provides press release distribution, targeting, monitoring, and marketing services
  • Send a Release
    • Phone

    • +44 (0)20 7454 5110 from 8 AM - 5:30 PM GMT

    • ALL CONTACT INFO
    • Contact Us

      +44 (0)20 7454 5110
      from 8 AM - 5:30 PM GMT

  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists
  • News in Focus
    • Browse News Releases
    • Regulatory News
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
    • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists
  • Overview
  • Distribution
  • Paid Placement
  • Multimedia
  • Disclosure Services
  • Cision Communications Cloud®
  • AI Tools
  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists
  • General Enquiries
  • Media Enquiries
  • Partnerships
  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists

ShortList Media Reveals Top Tips for PR Professionals at Exclusive Media Briefing


News provided by

Gorkana

19 Jan, 2017, 13:57 GMT

Share this article

Share toX

Share this article

Share toX

This image opens in the lightbox
Shortlist Media Ella Dolphin Phil Hilton Philip Smith - "Pictured LtoR: ShortList Media's CEO, Ella Dolphin and editorial director, Phil Hilton, with Gorkana's head of news and content, Philip Smith (PRNewsFoto/Gorkana)
This image opens in the lightbox
This image opens in the lightbox

LONDON, January 19, 2017 /PRNewswire/ --

In Cision's first media briefing for 2017, this week we were joined by ShortList Media's CEO, Ella Dolphin, and editorial director, Phil Hilton, who revealed that people are 6% happier when reading a print magazine, the challenge of getting people to pick up a free title and why PRs should think about content for "Met Set" readers. 

     (Logo: http://mma.prnewswire.com/media/459207/Shortlist_Media_Event.jpg )

ShortList magazine, which celebrates its 10 year anniversary this year, is a free weekly publication that claims to have the biggest circulation of any men's lifestyle magazine in the UK. 

One of the first titles to launch in a "freemium" format, it is now edited by Joe Mackertich, who joined ShortList in July 2016, and has an audited weekly ABC in excess of 500,000 copies.

Sister title Stylist, a similar magazine for "stylish, intelligent, urban British women", hit the streets in 2009. Led by editor-in-chief Lisa Smosarski (currently on maternity leave), it now has an audited ABC of more than 400,000 copies every week.

In April 2013, Shortlist Media launched its first oversees title, when Stylist launched its first overseas joint venture, with a weekly edition published in France.

Ella Dolphin, who was previously group commercial director at Hearst UK, was named CEO of the titles' parent company, Shortlist Media Ltd, in May, 2016, taking over from Mike Soutar, who is now chairman of the company.

Phil Hilton, a former managing editor of Men's Health and editor of Nuts magazine, was among those who founded the ShortList Media business alongside Mike Soutar in 2007.

Here are a just a few key top tips that both Dolphin and Hilton revealed at yesterday's briefing:

The ShortList Media brands  

ShortList, which is published on Thursdays, came about as a reaction to the 'lads' mags' market - a category losing readership at the time of ShortList's launch in 2007.

Stylist, which comes out on Wednesdays, is for women looking for content with substance, which takes readers beyond traditional gossip, celebrity and diet content that had so dominated women's titles before it arrived in 2009.

First launched in 2011, Emerald Street is described as the free digital email for Stylist's "quirky sister", covering style, fashion, beauty, ideas, going out and drinks.

In 2012, ShortList Media launched Mr Hyde, a free digital newsletter for the "very urban" man. It covers the latest in culture, entertainment, new bars, restaurants, style and grooming.

Unifying ShortList Media audiences under the "Met Set"

Dolphin says there is something different about a person who picks up a copy of ShortList or Stylist. After conducting a study to find out what this was, the team found that their readers tend to be much happier bunch and do a lot to secure this.

They earn more than average and half of men who participated in the study see themselves as feminists. Described as the "Met Set", they are people who engage, like to talk and influence their friends, and its ShortList Media's job to fuel this.

The team pictures the average ShortList / Stylist reader to be around 31. They're doing well in business, they work out a lot, and like to have a drink.

One big Family 

In November 2016, Shortlist Media launched Family, an innovative approach to commercial partnerships - bringing its senior editorial talent to an in-house creative studio.

Like ShortList Media titles, its aim is to create content that is entertaining, interesting and, therefore, shareable. When working with clients, Family wants to produce content that is just as good as ShortList Media's editorial output.

Working with PRs - it comes down to building trust 

According to Hilton, the perfect PR/ journalist situation is when he talks to someone who has already gained his trust. "Good PRs come to you specifically for your title, they're not going to lots of other titles with the same thing, and they don't approach when their idea is not appropriate."

Don't worry too much about the subject line when trying to grab attention. "The trick is to say anything that seems informal and send something that looks like it's crafted just for me."

More than 200 PR and comms professionals attended the media briefing, which was chaired by Gorkana's head of news and content, Philip Smith.

Eleanor Wilson, account executive at KPPR, said: "The media briefing with Ella and Phil provided a brilliant insight into ShortList's print and digital publications and their respective audiences. It was valuable to hear from both of them about what they want from PRs in terms of building trust and what content resonates for their readers."

Video: 
     https://www.youtube.com/watch?v=ZP-akn2q8jY

Video: 
     https://www.youtube.com/watch?v=ufzWeGdnNrk

Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, Gorkana, PRWeb, Help a Reporter Out (HARO) and iContact brands.

Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and 40 languages worldwide, and maintains offices in North America, Europe, Asia, Latin America and Australia. For more information, visit http://www.cision.com or follow @Cision on Twitter.

For more information, on media briefing events, visit http://www.gorkana.com or follow @gorkana

For media information please contact:
Philip Smith
Head of News and Content
philip.smith@gorkana.com
Gorkana
+44-020-7674-2480

Modal title

Contact PR Newswire

  • +44 (0)20 7454 5110
    from 8 AM - 5:30 PM GMT
  • General Enquiries
  • Media Enquiries
  • Partnerships

Products

  • Content Distribution
  • Multimedia Services
  • Disclosure Services
  • Cision Communications Cloud®

About

  • About PR Newswire
  • About Cision
  • Partnering Opportunities
  • Careers
  • APAC
  • APAC - Simplified Chinese
  • APAC - Traditional Chinese
  • Brazil
  • Canada
  • Czech
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Indonesia
  • Israel
  • Japan
  • Korea
  • Mexico
  • Middle East
  • Middle East - Arabic
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Slovakia
  • Spain
  • Sweden
  • United States
  • Vietnam

My Services

  • All News Releases
  • Customer Portal
  • Resources
  • Blog
  • Journalists
  • Data Privacy

Do not sell or share my personal information:

  • Submit via Privacy@cision.com 
  • Call Privacy toll-free: 877-297-8921

Contact PR Newswire

Products

About

My Services
  • All News Releases
  • Customer Portal
  • Resources
  • Blog
  • Journalists
+44 (0)20 7454 5110
from 8 AM - 5:30 PM GMT
  • Terms of Use
  • Privacy Policy
  • Information Security Policy
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 PR Newswire Europe Limited. All Rights Reserved. A Cision company.