Posts Tagged ‘Ariel Foxman’
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When you’ve got a leading fashion and celebrity magazine with robust ad pages and passionate readers, what do you do next? Go digital, of course. InStyle managing editor Ariel Foxman says he is “always looking and evaluating what the next digital partner will be.”
“A lot of people rushed to be onto the iPad simply to be there, because it was exciting,” he said in our @mediabeat interview. “We want to make sure that what we put out into the app store, or the stores on every other tablet that comes down the road, is really what you want from InStyle in that environment.”
Before becoming managing editor of InStyle, Ariel Foxman held stints at Details and The New Yorker and was the founding editor of Cargo. So, he’s learned a few key things about what it takes to keep a print pub in the black (know what readers want “right now, and what they’re going to want six months, a year from now”) and how to stay atop a masthead.
“I have two main thoughts about the way I manage, and I try to stay true to them,” he said in our @mediabeat interview. “The first one is really to identify what it is somebody else does really well, and let them do it. I try not to micromanage; I like to give clear direction and let somebody just really shine.”
And, Foxman says, if you want a job at InStyle, you had best know its pages inside and out.
“You would be surprised how many people are not as prepared or are not as familiar with a brand or a product that they claim to be really interested in working with or for.”
When InStyle debuted on newsstands back in the mid 90s, it entered a field ripe with competitors, like Vogue and Elle. Yet, managing editor Ariel Foxman says the brand has managed to stay afloat (and thrive, actually) by positioning itself as a relatable fashion mag that readers want to “snuggle up” with.
“We are always looking at women that our readers relate to most when it comes to style, when it comes to how they live their life off-camera,” Foxman said about the process of choosing each issue’s cover subject. “We’re looking for women who are really well-known, who live their lives stylishly, and have something to say at this given time.”
Watch the full video to find out whether InStyle will enter the reality TV fray, and the surprising thing Foxman says his job has taught him about women.
Shopping can be overwhelming during the holiday season; fortunately InStyle magazine is in the giving spirit and looking to lend a hand to fashion fans. Amy Wicks of WWD reports that InStyle rolled out StyleFind this morning and introduced consumers to the first-ever independent shopping site to branch off from a magazine. In addition to some of the newest clothing styles, StyleFind will feature fashion and beauty accessories from 150 retailers including Saks Fifth Avenue, Neiman Marcus, Nordstrom, Net-a-porter, Gap, J. Crew, Mulberry, Topshop, and Mango.
InStyle managing editor Ariel Foxman touted the user-friendliness of the magazine’s new companion site:
It will be like shopping with one of our magazine editors. The experience is edited and the search function actually works. If you search for bags with a chain, you will actually see that, but in different price points and brands.
Time Inc. plans to add complementary shopping sites for their other titles such as Real Simple, People, Essence, Entertainment Weekly, and People Stylewatch.