Meet the journalist: Louise Wilson

Inspired by the bustling parent community in Edinburgh, Louise Wilson created MADE Magazine to highlight everything that the city has to offer families.

Containing reviews, news and ideas to keep the little ones entertained, MADE is a project of passion for Louise. Working from home, Louise is always on the lookout for fresh family ideas that will interest Edinburgh parents.

We recently caught up with Louise to chat about why she started MADE, the challenges of producing a magazine from home and what makes Edinburgh so special for families.

Can you tell us a little about your professional background?

“My degree is in film and media from Stirling University. I then worked for Greer Publications in Belfast, initially in advertising sales and eventually working my way up to manager of their business title.”

What do you read / where do you get your news (not your own)?

“I get my news from social media; but it’s other magazines I love to read. Red is my favourite.”

What have been your career highlights?

“Getting recognised in Parliament was a lovely moment, and I do get a kick when large national clients contact me, but the main highlight is being able to support my family doing something I love.”

What’s the best advice you have ever been given?

“Don’t try to be good at everything; look at your strengths and make them even stronger.”

Advantages of a good journalist / PR relationship?

“It can be so good for both parties! I’ve made good friends with some PRs and it has been brilliant.

“I’ve promoted clients and stories for them, and they’ve introduced and recommended advertising clients for MADE.”

Worst habit of a PR?

“When they don’t realise Edinburgh isn’t in London! It drives me nuts – I get invitations to events and meetings in London on a daily basis.”

How do you prefer PRs get in touch with you? (e.g. Email/phone/in person/Twitter)

“Email initially. But I love to meet up when it’s possible and relevant.”

What stories / angles are you looking for?

“Things that are family-related, but not run-of-the-mill.”

Are there any particular challenges of putting together a family-oriented magazine?

“My main challenge is the fact that I work from home. It can be tricky switching from work-mode into mum-mode. Quite often the two overlap and that’s not always fair on the boys.

“The problem is MADE doesn’t feel like work to me so I would happily sit with my laptop every night – I need to consciously switch off to have quality family time.”  

What inspired you to start publishing MADE?

“When my first son was born, I had to stop commuting across the Irish Sea to my job in Belfast. I wanted to work flexibly but nowhere offered that, so I started MADE in 2011.”

What is it about Edinburgh that made you want to write specifically for its mums and dads?

“Edinburgh is a special place. I’ve never known anywhere to have as much going on for families, and the support for parents here is incredible. I simply identified that these parents needed a glossy title to celebrate this.”

What advice would you give to someone looking to launch a new magazine?

“Get ready for some hard work! Your brain will not switch off from thinking of ideas, so pick a magazine genre you won’t get bored of.”

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