Lifestyle Reporters to Know
Written by Emily Scuderi and Jess Pechie
From seasonal decor trends to the latest kitchen essentials, lifestyle reporting goes far beyond sharing popular products and home tips. Lifestyle media covers all aspects of living well, from travel inspiration to wellness routines, the latest food and fitness equipment, DIY home improvement ideas, and, of course, the much-anticipated gift guides that surface every holiday season.
For brands, lifestyle reporters play a major role in connecting readers with new ways to enjoy and elevate their daily lives. While the lifestyle category is broad, each reporter brings their own perspective—whether it’s uncovering unconventional trends, highlighting purpose-driven brands, offering how-to advice, or what to make for dinner for people of all ages and interests.
Brands hoping to make an impression need to remember that lifestyle reporters receive thousands of product, idea suggestions, and trends to explore, so understanding each reporter’s niche, style, and audience focus is essential. To help you navigate this busy (and quite fun) space, here’s a rundown of top lifestyle reporters whose expertise can bring your brand into the spotlight.
5 Lifestyle Reporters to Know
Marisa Hillman
Marisa Hillman, a freelance writer for outlets including Reader's Digest and US News & World Report, is a valuable contact for lifestyle news, helping readers discover standout products for all ages and budgets. Marisa also covers family travel tips, budgeting strategies, and meal-planning advice. Our initial connection came when she featured multiple items for thoughtful baby gift suggestions for new parents in Reader’s Digest. She’s currently reviewing products from our clients Lockly and Golden Bear for multiple pieces she is writing.
Elizabeth Mitchell Kadar
Elizabeth Mitchell Kadar is a freelance fashion, commerce, parenting and lifestyle journalist who contributes content for Forbes Vetted, Today’s Parent, and TIME Shopping. We first connected with Liz around our e-bike client for kids, Droyd, resulting in coverage of Droyd's Romper electric tricycle in a Forbes Vetted best toys roundup.
Liz’s work is primarily assignment-based, so you will find product requests for stories and what she is currently working on in her Substack. Recently, she posted on her Substack looking for dog lover gift ideas—a perfect fit for our pet client, Brightkins. We pitched her the brand's mental enrichment toys and, sure enough, Brightkins’ DJ Doggo Puzzle Feeder was included in her latest Glamour gift guide!
PRO TIP: Subscribing to reporters’ Substacks (or newsletter) can be a goldmine for insights on pitching best practices, dos and don’ts, and upcoming story needs. Always follow their instructions carefully, including the specified subject line, to ensure your pitch doesn’t get lost in their inbox.
Hannah Jones
Hannah Jones is a commerce editor at Country Living, where she focuses on the latest up-and-coming products and reviews. Her expertise spans lifestyle media categories, from pets to gardening tools, making her an excellent contact for ideas year-round.
We’ve collaborated with Hannah on several lifestyle news stories, including one for five-year-olds featuring Droyd's Zypster electric go-kart and multiple pet roundups showcasing Brightkins' engaging toys. Her coverage is always unique, with themes like unusual and weird gift ideas for procrastinators!
PRO TIP: When reaching out to lifestyle journalists, consider referencing specific products or categories she has recently covered or expressed interest in. This personalized touch demonstrates that you’re not only aware of their work but also that you understand their audience’s needs. Also, don’t hesitate to check out their LinkedIn or social media pages—finding common interests or connections can help jumpstart a conversation and make your pitch stand out. At the end of the day, we’re all humans, so don’t be afraid to personalize your outreach and make it feel genuine!
Korin Miller
Korin Miller has covered it all—wellness, toys, workouts, home products, and more across publications such as Forbes Vetted, Yahoo! Life, Health.com, PopSugar, and Food & Wine. Her diligent writing and research have allowed her to become an expert across many lifestyle news topics; that’s probably why she’s on so many publicist’s radars.
Korin makes sure to keep it trendy, like her recent article on Megan Thee Stallion’s workout routine; helpful, including ways to determine if you have a fever without a thermometer; and important, such as how an IV shortage can affect your birth.
Ashley Schumacher
Ashley Schumacher, a freelance writer with BuzzFeed, keeps both parents and children happy with her product roundups centered around the entire family. She makes sure that the top deals and gifts are readily available for any occasion.
We originally connected with Ashley when we noticed she was an author (check out her books on Amazon!) and thought she would be interested in a children’s product that focuses on literacy education with phonics. She shared that she’s just as hooked on phonics and would love to hear about our other clients to keep them in her files for future reference.
Ashley followed up to let us know that she has some articles in the queue featuring our clients. Lo and behold, her roundup of top educational toys included not one… not two… not even three… but 12 of our clients’ products out of the 23 featured!
PRO TIP: Switch your mindset from “pitching” to engaging with the media. Every interaction with the media doesn’t need to be a pitch. Instead, regularly check in to see what they’re currently writing in case you may be able to help. You don’t want reporters to feel like they’re one of many on a list.
Lifestyle reporters are not just looking for products, they’re seeking stories that resonate with their readers’ lives and current trends. Taking the time to understand their focus and interests will be beneficial towards long-term relationships and sustainable coverage, making your brand or agency a reliable resource for lifestyle media.