I have always imagined that being the Editor-in-Chief of a [any] shelter magazine would be the best job in the world. Travelling the world to see the most beautiful interiors, free merchandise flowing in the door in the hopes that you’ll feature it in the magazine. . .
Yesterday, Blogfest started with lunch at the top of the Hearst Tower (the world headquarters of Hearst Corporation) hosted by House Beautiful. Notice how they coordinated the flower arrangement with the centrepiece on the cover (above)?
Hearst Tower (image source)The view from the 44th floor on a normal sunny day is spectacular of course, however the rain is socked in New York this week so it simply looked like the windows were frosted there was so much fog!
First up was Dara Caponigro, Editor-in-Chief of Veranda. She said when she first came on board a few months ago, she tore out both of the above ads and looked at them for a long time. She decided that the woman on the left looked cold and hard with something to prove. The woman on the right, beautiful, soft, timeless and modern. The latter was the look and feel she wanted Veranda to have.
The panel of Editors
Dana said Veranda has the best paper in the industry and although I’ve never thought about the paper when looking at it, there is a quality feeling to that magazine so now I know. “There’s also a sensuality to the photographs with not only gorgeous interiors but beautiful jewelry and flower stories. It’s about living well, not just about decorating.”
Newel Turner (House Beautiful Editor) said ‘Home is the only place we want to be when the world seems crazy’. And the mantra or the final test to see if a photo makes the cut in his magazine is the question, “Is it beautiful, is it happy?” And I do have the experience of ‘happy colour’ when I read House Beautiful. Also I think they have the best headlines. I get many headline ideas for my monthly newsletter from browsing the headlines on the covers of House Beautiful.
The editor-in-chief also had some suggestions for bloggers:
1. ‘There is an art to packaging and a blog should be packaged at the highest possible level.’
2. ‘Editing is Important’
(Just because you can go on-and-on forever doesn’t mean you should)
3. ‘Be careful of too much over-editing’
4. ‘Be true to yourself’
5. ‘Rules are for Fools’
Don’t you just love the contradiction?
Apparently there were 100 bloggers on the wait list to get into Blogfest so next year my lovelies, you need to jump when it’s announced!
Have I mentioned I love New York (even in the rain). It’s wonderful to be here!