In a great interview with WWD, Elle’s veteran editor in chief Robbie Myers discusses everything from why women’s magazines are important to native advertising.
We’ve pulled some highlights below, but make sure you read the entire piece. Otherwise you might miss how she almost went on a date with Tom Cruise.
On if Elle and other women’s titles are still important today:
Are stories relevant? If stories are relevant and point of view is significant — we do stories with point of view — I mean, is GQ relevant? GQ and Esquire are known for good writing. I’m fascinated that ASME puts those magazines in the category of ‘General Interest’ and women’s magazines in like ‘Fashion’ and ‘Women’s Special Interest.’ Really? Are we so fundamentally different? Mind-boggling.
On how Elle separates itself from its competition:
One thing that we focus on is that we care as much about the reporting and the writing, and the relevance, as we do about the fashion and the images. You should do everything well. We’re at the top, top, top of the publishing world right here. You’d better be good. Your writing should be good and timely.
On native advertising:
We’ve been covering our advertisers for a long time. When it comes to native ideas — what they are calling native — they are ads. They are integrated differently than traditional advertising, but they do have a fence around them. To me, we’ve labeled it so that it’s clear to the consumer that we’re talking about something that’s advertiser-sponsored or delivered, or done in tandem.