What’s
in store.
Welcome to unwrapped.
INCLUSIVE PARENTING & FAMILY CONTENT Families come in all shapes and sizes; Abi Jackson on creating content that fits all Page 16
HOLD THE FRONT LIFESTYLE PAGE Abi Jackson on how summer’s jam-packed news agenda shaped lifestyle content output Page 4
We’re back with a second instalment of unwrapped – peeling back even more layers on all things lifestyle. Once again, you’ll find content experts from across PA Media Group sinking their teeth into topics spanning social media, stock imagery, headlines, and harnessing the power of curiosity. First off though, as anyone who’s been close to a newsroom this year will know, summer 2024 was chocka! Between the election, the Euros, the Paris Olympics and Paralympics, our reporters and photographers have been kept very busy. But this year’s also really showcased how major news events have a big influence on lifestyle content too – which I’ve delved into in our opening feature. Elsewhere, Alamy’s Sophie Basilevitch takes a deep dive into making sure stock imagery is authentic and strikes all the right chords with audiences; Sticky’s Nick Bain explores the power of curiosity – and how brands and publishers can tap into this to create even more compelling campaigns, and PA Real Life writer Molly Powell reveals how social media has become an essential tool for tracking down stories, trends and case studies. If there’s a particular topic you’d love us to get into in future issues, or you simply have thoughts and feedback to share – please get in touch. You’ll also find contact details on the back page for any queries about our content services. Enjoy!
TRICKS OF THE TRADE: HEADLINES Our writers and editors on ensuring headers hit
CREATE CONTENT & CAMPAIGNS THAT REALLY CONNECT Senior Strategist Nick Bain takes us through key insights from Sticky’s ‘The Power of Curiosity’ report Page 6
the mark Page 18
PROJECT LEADS: Abi Jackson, Chris Henry-Reeve DESIGN & PRODUCTION: Alix Davis, Beth Bonell CONTRIBUTORS: Nick Bain, Sophie Basilevitch, Molly Powell, Claire Spreadbury, Hannah Stephenson, Sophie Goodall Meet the team.
AUTHENTIC LIFESTYLE IMAGERY Alamy’s Curation Manager, Sophie Basilevitch, offers up a guide to nailing your stock imagery game Page 10
SOCIAL MEDIA WITHIN FEATURES & LIFESTYLE From securing case studies to tracking trends, writer Molly Powell shares her top Instagram and TikTok tips and tricks. Page 14
Abi Jackson PA Media Deputy Lifestyle Editor
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