For several years before I came to Urbane Media, I was a big fan of its signature online magazine, The Urbane Life. As a reader, I loved the stories on food, restaurants, concerts, festivals and people in the community. From a marketing point of view, I thought it was great content that reflects its brand and image. I still think that. This is why …
Stories with personality and personalities: Urbane Life sports writer Mark Stowers could have written a straight-ahead story on former Detroit Red Wings Eddie Mio and Darren McCarty were judges in an upcoming barbecue rib contest. Instead, he retold the conversation he had with Mio about his favorite ribs. People-based stories, whether they’re celebrities and up-and-coming movers and shakers, are always a big draw. So are stories that draw out viewpoints and quotes you won’t likely hear or read anywhere else.
Focus on cool: Urbane Media publications and their writers are known for being the arbiters of cool. Of course, Chef Tom, the voice of Street Eatzz and Urbane Life contributor, has an easy beat – food trucks and carts, but he always digs for what makes them interesting – the kinds of things you wouldn’t know just by ordering and eating the food you come to love and crave. But what about, let’s say, hair salons? What about one that serves wine and does tarot readings for customers once a week? The Urbane Life has been and still is my go-to guide for new places to try for dinner or a cocktail or a concert. It’s not just about writing about cool people, places and things, but being the first to introduce them to the public.
Not being afraid to be provocative: Yes, there are those topics we wonder about but are hesitant to bring up in mixed or polite company. We’re not talking about TMI sex info or highly polarized topics like religion or politics, but things like inappropriate clothing choices, poor pet etiquette, and those co-workers you love to hate. Thanks to Facebook, the world’s water cooler, its stories like these that keep our followers hooked, engaged and coming back for more.
Bonnie Caprara
Bonnie Caprara is an editor, writer and media relations specialist at Urbane Media. Her career has traversed between print journalism and media relations in the agency world and for private clients. She's also a semi-serious foodie with a penchant for Cheetos.
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