Brown Bag Lunch: Ethan Chung, 425 Magazine

Rosalind Brazel / October 31, 2012

by Heidi Happonen

When 425 Magazine Deputy Editor Ethan Chung came to visit The Fearey Group (TFG) last Friday for an informal brown bag lunch (we have these at TFG periodically to get to know the media outlets in our area), we were impressed to learn they are carving out a successful editorial model for the future.

425 Magazine was once a quarterly publication, but soon after its launch it became bi-monthly.  The outlet covers a large area – from Snohomish County to the far Eastside. It has found a strong niche focusing on events, health, real estate, fashion, travel and other 425-focused stories. The publication has grown with the 425 region.

In a time when many publications are reducing print schedules, 425 Magazine is growing both its print and online presence. In addition to the bi-weekly glossy magazine, online resources include the website, several blogs, video and multimedia and social media.

When asked about how he likes to work with PR professionals, Ethan said he reads every pitch that comes his way – even if he doesn’t always respond. The best time to reach the editors for story ideas is two months in advance of the issue you are targeting. It is also important to remember that 425 Magazine has mid-month deadlines – so try not to pitch during that time.

Because they are a glossy magazine, 425 loves creative stories with compelling images and potential for interesting photo spreads. Ethan referenced the recent fashion shoot spread as an example.

Of course, the pressing PR question: “Any horror stories of bad pitches?” Ethan was very diplomatic but admitted that he does keep a file of “crazy pitches.”

“Mostly it’s about the products we get pitched,” Ethan explained, “I feel for you guys when I see some of the crazy stuff that comes across our desk.”

In addition to 425 Magazine, Ethan works on South Sound Magazine – also published by Premier Media Group. Similar in style, South Sound focuses primarily on the Tacoma, Olympia, Gig Harbor and Puyallup areas.

We always appreciate the time media professionals like Ethan take to visit with us and share insight into their world and how we can best work with them. It only seems fitting that we share some of that insight with our friends and colleagues.