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\viewkind4\uc1\pard\f0\fs2 The Artistic Skills The Commercial Skills AN EDITOR'S PERSPECTIVE ON SPONSORSHIP: AN INTERVIEW WITH CAROL LIM, ASSOCIATE EDITOR OF ASIAN DIVER MAGAZINE (SINGAPORE) SPONSORSHIP OVERVIEW SPONSORSHIP PERSPECTIVES: EDITORS, AIRLINES AND TOURISM AUTHORITIES A PROFESSIONAL'S PERSPECTIVE ON SPONSORSHIP THE FACTS BE A CONSULTANT THE INITIAL CONTACT THE DICHOTOMY OF TRAVEL WRITING (TOURISM WRITING) BALANCING THE NEEDS OF BOTH THE PUBLICATIONS AND SPONSORS THE DIFFERENCE BETWEEN EDITORIAL INTEREST AND EDITORIAL COMMISSION HAVING THE RIGHT ATTITUDE THE RIGHT IDEAS: SECURING COVERAGE IN THE RIGHT AREAS AND TITLES ADHERENCE TO MISSION STATEMENT GIVE THEM MORE PRESENTATION WHY COMPANIES SPONSOR: THE DOLLAR VALUE OF SPONSORSHIP HOT SPONSORSHIP TIPS PROS AND CONS OF VARIOUS FUNDING SOURCES AN EXAMPLE OF AN AIRLINE SPONSORSHIP APPLICATION AN EXAMPLE OF A CORPORATE SPONSORSHIP APPLICATION AN EDITOR'S PERSPECTIVE ON SPONSORSHIP: AN INTERVIEW WITH CAROL LIM, ASSOCIATE EDITOR OF ASIAN DIVER MAGAZINE (SINGAPORE) Stephen Rothwell: Carol, have you ever given letters of editorial commission to freelancers, so they can go with such a letter to secure sponsorship (from airlines etc)? Is this something you might do with a freelancer you have come to know and trust over the years? A: Yes I have, but like you said, only after I've established that the freelancer can be trusted based on his/her personality, integrity, references and work attitude. After all, they are indirectly representing the magazine and the company. Q: How would you say new freelancers can maximise their chances of picking up sponsored trips to far-off locales? How should they approach editors with their ideas? A: It really depends on their contacts and PR skills with the tour operators/airlines/resorts/tourism authorities. Typically they have to canvass at least three to four months towards getting the better part of their expedition sponsored. They have to be constantly in touch with the relevant departments and the request would get tossed around quite a bit internally, so proper follow up is essential. It certainly would help if they had an agenda, a list of all the sponsors involved and/or a letter of assignment from the editor of an established magazine stating the intent and purpose of the article, number of words, including possible publication dates. From my point of view, I would like to see a 300-500 word synopsis of the article they intend to submit and the reason why they think it would interest readers. For example, in the case of Asian Diver, a freelancer wrote in with a query about diving in the world's fastest current. Of course I said yes! It would be a great bonus if the writer has excellent photographic skills too, it would be more difficult to find a sponsor for two freelancers, and most publications wouldn't accept even a perfectly written article unless it is accompanied by good pictures. Q: Recent global conflicts have radically altered our travelling habits. How has that affected the travel/leisure writing marketplace, from your perspective? A: There are still plenty of intrepid travel writers out there and some are dying to be captured by the terrorist just for the experience ;o). In my opinion, nothing much has changed... the same numbers of people are travelling. However, it is now more than ever, easier to get trips organised and sponsored. With less willingness to advertise and more booking cancellations, sponsors are more than willing to receive "free publicity" by handing out trip sponsorships. Q: If Asian Diver sponsors a freelancer on a trip, does that mean he/she can only sell the resulting article to that publication? A: It really depends on the agreement with the publisher/editor. Some want exclusive rights, while some do not mind as long as they receive first rights for a period of say three months after publication. Q: What about ethics? Is it fair to say that because staff writers have no axe to grind, their copy would tend to be impartial, whereas freelancers may be tempted to embellish in order to give their sponsors some good mileage? How do you feel about that potential 'risk' to your editorial integrity? A: Hmm, I don't really know how to answer this one. Staff writers and freelancers alike would usually feel obliged somehow to paint a nice picture of their sponsors. Responsible writers are skilled enough to drop obvious hints so as not be mislead the reader. For instance, if the diving is no good in a certain locale, the writer would tend to focus on top side attractions instead, offering only perfunctory acknowledgement of the sponsor. Most of the time, editorial integrity is upheld by the editor based on his/her feel/knowledge of the article/subject. IN A SNAPSHOT: Carol Lim, editor of Singapore's Asian Diver gives her perspective on sponsorship: * Most magazines will only give out letters of commission if they know and trust a freelancer, who's had a track record of working with them. * A freelancer looking for sponsorship and wanting to pitch to a magazine MUST be well-organised, and have the facts, figures and a precis of the story, to be given to the editor. * Remember to think about your photographic needs, as no matter how well-written a story, an editor won't accept it without accompanying photographs. * Ignore the naysayers. There are more opportunities than ever for freelancers to score sponsorship. * Be responsible in your reporting, but tactful if you do have a disappointing experience with an operator. BACK (SPONSORSHIP PERSPECTIVES) NEXT(THE FACTS) BACK TO TOP BACK TO INDEX SCREEN Offbeatrips Travel and Tourism Journalism 9 Compass Close Edge Hill, Cairns 4870 Far North Queensland Australia Email: info@offbeatrips.com Web: http://www.offbeatrips.com Tel: (In Australia): (07) 4032 1708 Mob (In Australia): (040) 1135 372 Tel: (Outside Australia): (617) 4032 1708 Mob (Outside Australia): (6140) 1135 372
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