with Cat Nelson, Editor of PostMag, the newly revamped Sunday supplement from South China Morning Post

On a cloudy afternoon of 4th October, we had the opportunity to speak with Cat Nelson, the newly appointed Editor of PostMag, South China Morning Post (SCMP). Based in Asia for over a decade, the US native recently relocated to Hong Kong to lead the refreshed look and direction of the newspaper’s Sunday magazine.

Background

Founded in 1903, SCMP has been Hong Kong’s premier English-language newspaper, providing news 24/7, in-depth and quick scan reads, inforgraphics and more. 

The Sunday Morning Post is SCMP’s Sunday edition – a Hong Kong weekend tradition that has included Post Magazine since 1989. The glossy supplement has recently been relaunched as PostMag with a strong focus on contemporary culture. 

 

Kate: With the launch of SCMP's Sunday supplement, PostMag, is it related to any change in direction on SCMP's end?

Cat: The reimagining of Post Magazine into PostMag signals an expansion of coverage within the company rather than a change in direction. While the core of the 35-year-old magazine remains the same – high-quality, independent journalism – we’re now sharpening our focus on culture, art, food and drink, travel and lifestyle content with a strong editorial voice.

 

Kate: What are your thoughts on PostMag with regards to fulfilling the needs and requirements of the latest media landscape?

Cat: The most-read broadsheets around the world each have a weekend title that complements the Sunday news. For the SCMP, that’s PostMag. When readers open their copy of the Sunday Morning Post, alongside the paper’s informative hard-hitting news, they’ll also be able to dive into both long and short-form stories that inspire and celebrate how to live well in Hong Kong and the region. Through the lens of art and culture, PostMag asks how we can get the most out of life.

 

Kate: AI has been all the rage for a while now. Does AI play a role in the creation of PostMag?

Cat: At this moment, AI doesn’t play a role in making PostMag.

 

Kate: What do you find most interesting about the stories you cover?

Cat: Perhaps it’s cliched to say, but I’ve always found the people behind any story are the most compelling part – how and why they ended up doing what they’re doing. Numbers and trends are important but, in the end, it’s humans and relationships that are always the most moving and powerful.

 

Kate: How do you stay up to date on the latest news and trends in your field?

Cat: News and trends come from a wide variety of channels. Our editors receive daily pitches from writers and PR professionals. We might happen across the inkling of an interesting story in a corner of the internet or over a drink in the corner of a bar. So much of lifestyle news is about being on the ground and connected.

 

Kate: What qualities do you value most in a PR professional?

Cat: Responsive, detailed-orientated and with a keen sense of what makes a strong editorial story.

 

Kate: What are some common mistakes that PR pros make when pitching stories?

Cat: In my view, number one is not allowing or enabling enough access for editors. Writing a compelling, powerful story requires much more background research, interviewing and material than most people might realise. Each writer needs to be able to find the right hook or angle for their particular publication which means generic information is never enough.

 

Kate: Lastly, how do you think PR professionals adapt to the changing media landscape?

Cat: It seems like a thrilling time to be a PR professional. There are so many tools and channels available now in a way that there wasn’t even five to 10 years ago. Social media gives a platform where you can really craft your own story and put it out there in the world so it can get picked up directly by your audience or by the media and then be further amplified.

We hope this interview with Cat has given you more insights into the current media and PR landscape and has you excited about what PostMag magazine has to offer. The revamped magazine debuted on September 22, 2024, and is available with the Sunday Morning Post every Sunday.

 

Kate Wong, Audience Development Manager of PR Newswire APAC, had the opportunity to interview Cat for this article.