Pitching Media: From Print to Web

12 years ago   •   1 min read

By Marcia Kadanoff

As part of their annual Architecture in the City program, the AIA San Francisco hosted a panel of editors from Sunset Magazine, Fast Company, and San Francisco Magazine to discuss the topic of “Design in the Media.”  Below is a quick summary of  the panel and tips from each contributor.

The story is more important than the actual design elements. Share the client’s journey of how the home transformed from concept to completion, including how the design has benefited the clients lives.


  • Media isn’t here to promote one firm or architect.
  • Prepare a pitch that includes images and copy.
    (Agreed. We call this Content Marketing)
  • It is the designer’s job to promote the press once you’ve been published.
    (Agreed. This would be part of a Content Strategy)
  • Designers no longer need to spend $4K on magazine reprints.
    (Again, Content Marketing)

KITTY MORGAN – Sunset Magazine

  • It’s an instragram world so don’t be afraid to send scouting shots or professional shots. Just make sure the project fits their target audience.
  • Be warned. The magazine will re-shoot and style homes to fit their audience expectations.
  • Print magazines can’t compete with the immediacy of online content. Don’t be afraid to submit projects that have been featured on a blog.


  • Though it may be part of a print magazine, most architecture and design content gets shared on the web.
  • Small team of editors—Be patient and understand that they don’t get back to you, it isn’t personal.
  • Commercial architecture is office porn. Consumers love tech company spaces. (Hey, they said it first)

JON STEINBERG – San Francisco Magazine

  • We all love to snack on blog content but holding something in print (i.e. a magazine) has a longer lasting impact on consumers.
  • Remember magazines can print a project bathroom, even if the bedroom was featured in another magazine.


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