Innovation in Publishing
Editors turned Digital Entrepreneurs
When I was with LVMH and we launched
Sephora.com in late 1999, a top Beauty Editor from New York was a key part of our management team. We believed then that a critical element in attracting and engaging customers on the Sephora website was to have an Editor who would reflect the voice, style and thinking of the Sephora brand.
Now, content is valued again in a big way, particularly on fashion, beauty and lifestyle websites. Having great content to stimulate and engage subscribers and
customers is something that esteemed editors have caught on to and as a result, they are becoming digital entrepreneurs overnight and launching their own content- rich websites and e-commerce channels.
By Linda Peters
And like entrepreneurs, journalists are intuitive, creative, work insane hours at a rapid pace and are used to cultivating work and opportunities for themselves in an uncertain industry. For years they have become freelancers, forged personal brands, developed blogs and launched physical as well as online businesses.
To investigate the trend, I teamed with Entrepreneur Country to speak to a selection of top Editors who had joined the collective shift from traditional publishing houses into starting up their own niche offering online. One of these is
GetTheGloss.com, an online directory of the best health and beauty services in the industry, along with expert advice and breakthrough news. Led by Susannah Taylor and Sarah Vine, the former an ex- Beauty and Health Editor at Glamour and Vogue, the
22 entrepreneurcountry
latter the current Beauty Editor at the Times, I asked both women what ignited their current entrepreneurial journey.
“As an Editor at esteemed print women’s titles I had access to the best health and beauty experts in the industry and there was nowhere that brought them together online” says Susannah. “I decided along with Sarah that we could bring these people to a broader audience and make it interactive and multi-dimensional.” Sarah Vine, who still writes two weekly columns for the Times and praises the newspaper for their ongoing support, agrees with Susannah. “The Times have been generously supportive and they always are with all of their writers who pursue outside projects,” says Vine. “Having met and advised readers over the years Susannah and I felt that there was huge potential for
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