We have been fortunate to visit Hearst offices in several countries we have visited, and Jan and I rejoiced when the visit to its UK headquarters finally confirmed we could indeed come on the final full day we would be in London. The Hearst staff never disappoints; the insight the editors and others provide is amazing and the hospitality is just great.
We toured the new headquarters in Leicester Square, a move Hearst made just over a year ago from an office it had occupied for 49 years. Very modern, very minimalist with lots of color coding and common areas. Everyone does not have a desk, but they manage our lovely tour guide told us. Everyone has a locker. We had fun with the coat closets that segregated smokers’ garments from the others. Fun fact: We did get to see a bound edition of The Queen, a former UK magazine, with its 1861 edition.
Our first formal session on engaging readers had editors offering explanations of the changes Hearst has done to move forward and become more inclusive. Kenya Hunt, deputy editor and fashion features editor at Elle UK, noted that the More Women campaign displayed prominently the lack of women in roles of power. Another effort, she said, pointed out that the fashion industry had lots of work to do to reduce its carbon footprint in a sustainability push. Jess Edwards, fashion and lifestyle editor across brands, has seen a need to increase its coverage of LGTQ+ sections. Amy Hopkinson, digital editor at Women’s Health, said that although each brand is different in its approach, her magazine found it had to do more on Instagram to reach readers. Matt Hill, deputy editor of Digital Spy, said he likes to see his site run lots of polls to gauge what readers want. He also told the students, “Nothing you do is ever done. You’re always working on something.”
The industry has changed, although moderator, Lena said Hearst values have not. Covers no longer focus on A list celebrities and so many cover lines. They also can’t be one type of magazine in print and another online. Influencers, though, play a role, something we heard at both agencies yesterday.
As for anyone interested in a career in magazines, while it is important to listen to your readers and humanize your articles, it is still important to stay on top of the news and spend a lot of time researching. The research, Amy said, is much easier with the internet tools anyone can use, from news alerts to Crowd Tangle and news feeds.
The session ended with Kenya explaining how some of the Hearst staff members making a name and earning more money with online zines on topics of interest to them and readers. “There is money to be made with micro-influencers,” she said. “Sometimes these are taken by bigger brands. But it’s a lot of work.”
That proved to be a natural segue into Julian Linley, business development director of The Nest. This was an idea that grew out of a course he has taught at City University, he said, with students coming up with great new ideas for the industry. Twice a year he invites select employees from the Hearst staff as an internal team, and then others can apply to become part of an external team. Both come up with new business ideas following a 10-step plan Julian has developed. They have to be unique and revenue producers, and 10 so far have been implemented. Yes, Hearst gets new revenue, from this, but the best part, he said, is developing new talent internally and outside of the organization. And it has brought new vitality and reality of Hearst audiences – Jan and I got a big kick out of the 55 plus age demographic reality check – as well as a mix of along all demographic and psychographic segments. “We all have things to learn from one another in order to talk to audiences.”
Julian said the company still is making money on print subscriptions, but he can’t deny that people want to read both print and online.
Misty and Sophie from Elle and Cosmopolitan respectively walked us through the process the magazines go through in selecting the images that accompany magazine content. Every image and graphic is reviewed carefully to match the article before models are cast and locations selected. The reliance on top models is changing. One article featured a ballet dancer while another selected a saleswoman from Zara. Some photographers work better on location while others do better in the studio. No one concept is the norm. Street casting is becoming much more popular.
Fun fact: In all its history, only two men have been on the cover of Good Housekeeping – a king whose name no one could remember and Jamie Oliver.
We ended the day at the Good Housekeeping Institute, a short walk away from the new headquarters, where recipes are tested and all kinds of products are reviewed before getting that coveted Good Housekeeping Seal of Approval. That seal means a great deal to brands and services. Reputation is important to the magazine as well.
Cher Loh, the head tutor at the Cookery School, showed us the great test kitchen where recipes are triple tested to make sure anyone can make them. Cooking classes of all kinds are held, he said, and the event space isn’t just for photo shoots but events for Good Housekeeping and many others. He noted they use all Miele appliances, as well as an amazing Aga range with three ovens that costs 15,000 pounds.
Verity Mann, head of testing, took us through the small and crammed testing labs and areas that review all kinds of products, from technology to beauty aids to vacuum cleaners and washers and dryers and so much more. Her staff looks at more than 2,000 products each year, all yearning for that valuable seal.
The products came from all over, but mainly from the PR staff and brand managers who want new products reviewed and for articles the magazine is writing about. Some products are reviewed by consumers, too, in blind tests. We had a great laugh at the “virgin hair” used to test shampoos and more, and how the team gets dog and cat hair to test vacuum cleaners’ ability to remove them from carpets and wood floor products. “They really smell,” Verity said, who has worked at the center for 11 years following a work placement when she was studying at her university.
The staff is committed to serving readers and consumers. Verity noted that many companies that have products that fail to get the seal change them before launching them into the market, the seal means that much to sales.
A downpour prevented some of us from getting back to the main building and collecting copies of the magazines. A hearty thank you to them for such an insider’s look into their work!
My day also included a visit from James Lang, our young friend from Wales who lived with us during my son’s senior year in high school. He came over in a MLS soccer coach program, and we have enjoyed his friendship ever since. He calls himself my older son, and I wish we could see each other more. James came along for part of the Hearst visit and then we walked to Covent Garden Market and Trafalgar Square, stopping for a brief visit to The Royal Gallery. Such great fun to catch up and get updates on his family – wife Tory, daughter Emily and son Joe – as well as his mom and dad. Along the way we watched hundreds of German soccer fans, in London for the Frankfort’s team game against Chelsea make their way chanting and yelling to the stadium. They were obviously drinking a great deal, and police were everywhere watching them.
Jan and I ended the night with pizza and salad plus a glass of wine at an Italian restaurant the students found near the hotel. It’s time to say farewell to London and head to Windsor Castle and then Stratford tomorrow. Maybe a royal baby sighting?