#121. Glossy tracks and analyzes the intersection of fashion, beauty, digital and tech. We talk with editor-in-chief Jill Manoff about Glossy’s evolution and the changing tides of the press more broadly. Pressed Juice, a podcast by Loose Threads, talks with the journalists and PR leaders navigating this fast-changing industry about what warrants coverage today, how the media goes about covering it, and how both journalists and PR professionals define their relationship with brands throughout the process.

Check out the full transcript below. 

Jill: [00:00:03] We’re not a PR company. We want more. So, if you’re not going to give us numbers, if you’re not going to give us growth, we probably aren’t gonna run a story. Like, what’s in it for us? You’re not paying us to do your press. 

Richie: [00:00:17] That’s Jill Manoff editor-in-chief of Glossy, a digital publication that tracks and analyzes the evolution of fashion and beauty through the lens of technology. Jill joined Glossy as editor-in-chief after working in consumer-focused fashion, and has since grown it into a destination for the consumer business world. 

Richie: [00:00:32] I’m Richie Siegel, the founder of Loose Threads, which analyzes and advises next-generation consumer companies, and FaceLift by Loose Threads, a retail incubator and accelerator for leading brands and retailers. For our latest analysis and insights, check out our free weekly newsletter at LooseThreads.com. We also just announced Loose Threads Live, our invite-only and entirely off-the-record gathering for founders, executives and investors, on October 3rd in New York City. Learn more at LooseThreads.com/Live. 

Richie: [00:00:59] This is a second episode of Pressed Juice, a podcast by Loose Threads where we talk with the journalists, editors and PR leaders navigating the consumer economy. As the space rapidly evolves, so has the role of the press, going from a brand’s gatekeeper to now one among many channels a brand can rely on to grow. Even so, the press still plays an important role, and I was excited to talk with Jill about Glossy’s evolution. Welcome to the changing world of the business press. 

Jill: [00:01:31] When I moved over and found this opportunity, I feel like I studied Glossy and studied Digiday, and kind of was a student of what they were doing for a while, and I had to learn. Brian Morrissey is a genius. I look at him as a veteran in this space and, kind of, I do look to him for advice and for guidance, and he does step in when maybe something may not be going according to where Digiday, followed Digiday’s lines. ‘Cause we definitely do follow the same path. 

Richie: [00:01:59] What was the biggest change, going to B2B? 

Jill: [00:02:01] For me it was a little bit of a learning process to learn Digiday’s point of view or approach, which was taking a critical view. I feel like this is a big change, and this is a big change, I think, that brands who are pitching us don’t get, because there aren’t a lot of fashion/business publications. There just aren’t. And I think that a lot of brands are used to dealing with publications that take things and run with them. 

Richie: [00:02:29] They can push around. Yeah. 

Jill: [00:02:30] Yeah. They can say this is how we say it. We don’t say it like that. 

Richie: [00:02:34] Right. It’s like a megaphone for the press release. 

Jill: [00:02:36] Exactly. It’s another PR company. But I don’t think they’re used to dealing with business publications. And I think that, for me, it was looking at things with a critical point of view that I maybe hadn’t before, and saying, what’s really going on here and why are we talking about this? Yes, somebody is launching something, they’re going into shoes and they did handbags. So what? Like, do we have to talk about it? Is it affecting the space overall? And back in the day, I’d be like, “These are cute shoes! Let’s talk about it.”

Richie: [00:03:05] There’s an interesting implicit part of that, which is, while there aren’t that many fashion business publications, a lot of them are newer, right? 

Jill: [00:03:12] Yes. 

Richie: [00:03:12] And so, the entire canon of fashion business press in itself is quite new. I think it’s fair to argue that a lot of the fashion business press is a much more influential than the fashion or consumer press, both from people looking for investors, people looking for customers, even, that seems like a really interesting change, call it the last seven or so years? But it’s kind of funny. Like, if you get right up in Vogue and if you get written up in Glossy or something else, like, there’s a chance that the business publication will send you more traffic, actually, than the consumer one, now. And that all seems very new. 

Jill: [00:03:44] Yes. And even reporters in this space, like, it’s taken some getting used to as these newer publications pop up. I know that when we were looking to hire recently, we had a fashion reporter. That’s what we were looking for, somebody to cover the business of fashion. I was getting everyone from girls writing photo roundups for Cosmo and, yeah, photo galleries, and girls that talked to trends, mostly—guys and girls, mostly girls. And then I changed it to “fashion business reporter.” Was still getting those same types of applications, and then just changed it to “reporter,” maybe just “business reporter.” I’d rather have somebody that knows nothing about fashion. Like, if their editor knows, you know, you’re missing this element. This happened in fashion ten years ago. We have to talk about this thing, good, but yeah, we’d would rather have a hardcore business reporter. Fashion is just a bonus. 

Richie: [00:04:31] Yeah. So what is it like coming into something six months in, and what was your initial assessment of the situation?

Jill: [00:04:37] It’s interesting. For me it’s not my personality to go, “This is how it’s gonna be.” So yeah, it was kind of like getting my foot in the door, getting my bearings, and knowing how to work with Brian, because he’s the president and editor-in-chief. So I had to learn, like I said, how Digiday approaches things. And I had it become tough. My family tells me that I’ve gotten—what did they say?—hard, since I’ve been in New York. But like, I’ve always been in an editor position for a long time, not always, but for me it was hard. But that’s just my personality, to say, yeah. 

Richie: [00:05:09] Right. That, like, it’s your job. 

Jill: [00:05:11] Yes. Yes. 

Richie: [00:05:12] Yeah. So you joined, this is what, end of 2016, then, you joined? 

Jill: [00:05:15] Yeah. November 2016. 

Richie: [00:05:17] In your first six months, then, where are you spending your time? What are you focused on? 

Jill: [00:05:22] Gosh. We never rolled it out officially, but for me it was kind of rolling out like, a style guide, and saying this is what we do, this is what we don’t. Like crafting the voice. I had to learn what is included in this story, what is not. Like, this is Glossy, this is not, and really establish that and get it down on paper, where I can—again, as the editor coming in, somebody taking charge of a publication that’s been around for a little bit, say, “We don’t do this, and this is why.” So kind of get it clear in my head what our clear a point of view is. 

Richie: [00:05:51] Was that hard to do? ‘Cause, while I guess we talked before about the rise of the fashion business press itself, the rise of just people covering the consumer goods landscape has—I mean, I think the Wall Street Journal has 15 reporters working just on the space. Like, there are probably a hundred writers, journalists, that cover this. Which, seemingly, three years ago, was half that. 

Jill: [00:06:12] Yes. 

Richie: [00:06:12] And it’s crazy. 

Jill: [00:06:13] We’re still figuring it out, actually. Because, you know, fashion’s grown, beauty’s, in particular. Wellness. It’s more nutrition, it’s more fitness. The way we cover wellness—or we’ve decided we’re going to cover wellness—is, is this impacting the beauty space? So, if it doesn’t impact beauty, if there’s no direct tie to beauty, it’s not Glossy. So it’s evolving, I would say, always. 

Richie: [00:06:36] One of the other parts that was somewhat unique from the beginning was, the stories effectively were just a case study. Like, they weren’t fluff and then case study, then fluff and then case study, it was just kind of like a one and done thing. I think that was there from the beginning, almost, right? And I guess, like, what did you think of that? ‘Cause it’s a little counter-intuitive. There are publications which will remain nameless where every story they write is 2500 words. Like, they can’t read anything less than that, and you need probably a tenth of that, but it’s like a different iteration of Axios, but in paragraph form, in a sense. 

Jill: [00:07:09] Yes. I wouldn’t say that I came in and like, made a big change. Glossy was already mirroring what Digiday was doing. I started sending stories back to my reporters saying, “Cut 200 words, this isn’t us.” Whenever new reporters start they will say to me, “How long should a feature be, if a regular story is 500 words?” And I’m like, “I mean, talk to more people. Maybe it’s 500 words. Like, it just means that it’s more in-depth than it’s a broader look at the topic.” So, yeah, our thing, get the info and get out. 

Jill: [00:07:37] We do want to just, you know, in addition to saying this is happening and this is impactful, kind of bring it into context, and why this matters and maybe how this plays into a trend across the industry. But, our reader, I think that they’re not in that mindset now that we’ve been doing it so long, and that definitely comes from Digiday; I was definitely wordy when I started. But, yeah, worked with Brian, understand what we do. We don’t do that. 

Richie: [00:08:04] When it launched, I didn’t really get it. I found it really unnecessary. And I do think—and again, this is not, I think you deserve credit for this—since then it has a very distinct place. It felt derivative in the beginning. And I don’t know how to… 

Jill: [00:08:19] Yeah. We cover certain types of stories. When I started I would say—you know, we don’t cover trend stories, we’re not a trend publication, obviously. 

Richie: [00:08:27] What’s a trend.

Jill: [00:08:28] A trend in terms of, like, we’ll cover a business trend, but we won’t cover a fashion trend. 

Richie: [00:08:33] “Green is in.”

Jill: [00:08:33] Yeah. 

Richie: [00:08:33] Okay. 

Jill: [00:08:33] “Pantone color of the year.” But, I used to say we don’t cover trends, we don’t cover breaking news—that has changed. We want breaking news, we want exclusive stories, and really getting something first and being the only one with it. Of course we want that. Like, why wouldn’t we? But at the time, you know, that wasn’t a focus. When I first started on the Digiday side as well, it’s really evolved. But we’re getting more of those. As we grow, brands are getting hip to the fact that we don’t just want the news, we want to talk to somebody. We are a business publication and we want numbers. We want their revenue, we want their growth. They’re getting it. 

Jill: [00:09:13] We’re doing more in-depth analysis. We call you all the time. We want an analyst, a strategist in addition to the brand. They’re gonna tell us what they want written, obviously. We’re not a PR company. We want more. So if you’re not gonna give us numbers, if you’re not gonna give us a growth, we probably aren’t gonna run a story. Like, what’s in it for us? You’re not paying us to do your press. 

Jill: [00:09:35] So, right now I’m challenging my team to talk to more people. I have a lot of junior members on my team, which is hard. So, you know, they don’t know the industry inside and out, so I’m just challenging them. You know, set three calls with new people this week or go on two meetings with people you’ve never talked to this week. Talk to the brands. Don’t necessarily just meet with a PR person. Talk to the brand’s insiders, people at all levels. Like, the more you can talk to the better. 

Richie: [00:10:04] So I guess in there, talk about the shift to exclusives, breaking news, etc. And do you have any sense when you joined what the thinking was behind staying away from that? ‘Cause I think that also, if I remember that time, it was like, “I already read this,” right? And that is part of the problem with so much coverage now, is there is just this repackaging and aggregation, and this kind of endless… 

Jill: [00:10:26] We’re constantly talking about how to differentiate. So, yeah. I know that past publications that I’ve worked at where it was very much about traffic I maybe shouldn’t talk about past employers, but at Mode Media, like Glam.com, if we did a story about the Kardashians, boom, traffic. “The more we can talk about the Kardashians the better.” There was a site called Tend that was for moms. If they talked about Chrissy Teigen, boom, traffic. “Let’s talk more about Chrissy Teigen.” And other publications I’ve worked with, it was, like, a race. Like, the news is out, let’s write it first, let’s get the traffic. We aren’t wired like that. It’s not like, “Let’s get the hits, let’s get the hits.”. 

Jill: [00:11:02] So I think that it was just kind of not saying we won’t do breaking news, that we don’t want exclusives. It was more like, that’s not our purpose and we weren’t really going for it. The more they came to us and we were taking the opportunity, we were seeing the value in it, of course. Like, being a good go-to source for readers, we want to have something that can be our differentiator that, you know, we offer this first. We’re constantly figuring out how to differentiate. This story came out on the business of fashion, about Lady Gaga launching her line on Amazon. Well, I mean, we’re not gonna rewrite that. It’s out there. 

Richie: [00:11:37] So are you assuming that your reader has found that piece?

Jill: [00:11:39] Exactly. So maybe, we kind of had a powwow immediately after it broke, and I said, this is touching on a lot of things that we cover. The celebrity and the Kardashian lines and the Fenty lines. They’ve approached it in a different way. This is new. We’ve talked a lot about Amazon and their approach to fashion and beauty and how they’re trying to get a grasp on it. They’re having a little more, I guess, traction on the beauty side, but what does this say about Amazon’s beauty ambition, that would maybe be a day-two story. We have covered this. Let’s put an update a new spin on it. This says more about their direction. We can build on what we’ve talked about in the past, and that’s our day-two story. Like we can’t just run the same story. We have to add more value to it. 

Richie: [00:12:25] In an ideal world, would you have rather broken that story or written the day-two piece?

Jill: [00:12:30] Hell yeah. 

Richie: [00:12:30] To breaking it? 

Jill: [00:12:31] Yeah. 

Richie: [00:12:31] Is there a, “I wish we had that?”

Jill: [00:12:34] Well, I don’t know. I do think as I push us to make more contacts and form more relationships, one of my reasons outside of just learning the industry and the ins and outs is like, you know, we’ll have these relationships with people when they want to get something out there, they’ll come to us. They’ll think of us, it’s a relationship thing. So, I mean, hell yeah. Good job BoF, it was a good one. 

Richie: [00:12:57] That shift towards more breaking news exclusives, was that, call it outside of the Digiday playbook? Or did that change at the same time?

Jill: [00:13:06] At the same time. Digiday is doing the same thing as well. And I wouldn’t say that’s like 50% of the stories. I would say, I mean, we’re giving more opportunities, take them or leave them. Do you want this exclusive, do you want to break this? Sometimes we do sometimes we don’t. Again, it has to kind of be something, that it can’t just be good for you, you’re doing this, it has to be, does this change the space? Is it impactful? Is it something others will latch onto? Are you a brand worth talking about? Are you just trying something? 

Jill: [00:13:32] If you’re just trying something and you’re a new brand, we’d rather know the process and we’d rather know the success that came of it, rather than just we’re trying something, ’cause anybody can launch anything, it doesn’t mean much. 

Richie: [00:13:46] Talk about where the event piece was when you started, and kind of where you wanted to focus and expand it. 

Jill: [00:13:54] It’s a chance for us to connect with our readers and build this community. It’s almost like, I say, like, we’re nerding out, it’s a nerd fest, but a chance to talk about retail and fashion in the business, and what’s working and what’s not, for three days. Well, we have summits that are three days, and we do two a year right now. We do one in Miami every May, Glamorous Fashion Camp, and then we do a beauty summit in November. We had a beauty and wellness, our first beauty summit last year. 

Jill: [00:14:21] We take people away from New York. Like, we bring them into, it’s kind of a destination where they’re not going to be distracted. We have their full attention and we make it worth their while. So getting those brands onstage that are doing exciting things, and maybe it’s not the CEO or the founder of the company, but it’s the person in the mix doing the work day to day, and we know that ’cause we’ve talked to them and we have that relationship. So getting them on the stage. We don’t do big panels. In my book, you don’t get much out of it, nobody has a chance to talk. So, going really deep and in-depth for 20 minutes, a Q&A, preferably, or sometimes they present on their own with a slide show and we kind of say the same things we say in stories. “They want the facts. Give us the numbers, give us the growth, show us what went into it.”

Jill: [00:15:07] So, yeah, it’s sessions, but it’s also breakout sessions and opportunities to share. We have a challenge board, everybody puts their challenges on a post-it, throws them on the board, and then we kind of pluck them out throughout the three days and just use them to fuel discussions. And I used to approach that the wrong way, I used to say, “Everybody always puts attribution, number one. Everybody puts loyalty customer acquisition,” [and] it’s pretty repetitive actually, in the last year we see a lot of the same things. I used to say, “Who’s figuring out attribution?” And there would be like, crickets. So now I’m like, “Who’s having issues here?” And like, then hands shoot up and everybody—it starts as like, a venting session, and like, “damn the industry,” but really, people start to chime in. What’s working, what they’re doing to make baby steps. And it’s freaking cool. Yeah, I get really invigorated, it inspires story ideas, for sure, ’cause you do see what’s actually happening, that everyone’s agreeing upon that this is happening across the industry, it’s not a one-off. And we learn a lot there, and grow that community, and have dinners and make an event of it. 

Richie: [00:16:17] It seems that when it started it was less of a focus. It was kind of thrown in. 

Jill: [00:16:22] Yeah, I don’t know if it—gosh, when I started I was in the interview process, and I got to go to the very first Glossy event. 

Richie: [00:16:29] Was that at the World Trade Center?

Jill: [00:16:32] It was! 

Richie: [00:16:33] I think I went to that. 

Jill: [00:16:35] I was like, wowee. It was quite the space. And the speaker lineup was killer, and I was like, I gotta be a part of this. That one was not a summit, it was a one day deal, where people were more so sitting and listening. I mean we hadn’t had a summit at that point. Summits are definitely more interactive. You feel more a part of it, I think. It’s evolved as well. Like, we were doing some one day events. Hot topic, where we’d go really—if you wanna say “nerd fest”—like we had one in data analytics. So it was really deep on one topic. We’re kind of playing around with that, ’cause some events that are really like, we do a D2C event, or this year we’re calling it “the age of ecommerce,” and that’s getting a lot of buzz and traction. And I think it’s gonna be one of our most successful events yet, in terms of ticket sales and attendance and brands that we’re getting to speak. 

Jill: [00:17:24] So that makes sense, it’s a little bit more of a focus, but our summits lately have been a little more broad. We just say, beauty and wellness and getting the leaders in the space. We started doing these leaders’ dinners and just a chance to bring 20 leaders together. We’d lead a discussion. People like to be called a leader. So we get some great folks onboard for sure. So, we’re trying things. 

Richie: [00:17:46] And then talk about the membership piece, which is more recent, right?

Jill: [00:17:50] Yeah. It is. Last summer we launched the paywall, we launched Glossy+. For me it was a little scary. 

Richie: [00:17:57] Why? 

Jill [00:17:57] Our audience was growing, growing, growing, growing, growing. And for us to kind of just go, “Hey hey, can’t read all our stories anymore.” Like, I didn’t know what was gonna happen, honestly. I knew what I wanted to happen, but who’s to say? I fear change, I like change, but, eep. 

Jill: [00:18:13] So we did it. It’s been going great, actually. The main thing for us is to keep creating content worth paying for. Like, there are various elements to the membership which include these, you know, member-exclusive events, like we did a fireside chat with with Rebecca Minkoff at her store, and it was exclusive to members, and she brought in some of her VIP shoppers. And it was a collaborative event. And we do this kind of quarterly, and we do these Slack chats which we bring in a leader, we’ve had some founders from direct-to-consumer brands, from bigger brands who just come in, and they’re an open book, and our members can ask them anything for 30 minutes. It’s great. So it’s kind of these inside access opportunities. 

Jill: [00:18:57] We do quarterly research reports, we do our own research and surveys. We know our readers love research so we’re doing these exclusive reports on a quarterly basis. We did one on the Instagram era. How brands are using Instagram, how much money they’re putting into it, and really in-depth. So, exclusives, exclusives, exclusives, weekly Glossy+ briefing which, again, is exclusive. But it’s part of differentiating, it’s finding that content that people are willing to pay for. They get four stories a month for free. Some stories are exclusive, when that one Glossy+ briefing story goes on the website and it’s always exclusive. If they can find it elsewhere, why are they gonna pay to be a member, really? 

Richie: [00:19:37] Right. So how does this all interplay then with the larger Digiday ecosystem? ‘Cause it’s an interesting concept to create dedicated brand names for different things, versus keep it as Digiday Beauty, Digiday Retail, etc., which I know it was. And I’m also curious, the Digiday+ membership is separate from the Glossy, and they’re not reciprocal. 

Jill: [00:19:58] No. 

Richie: [00:19:58] So, like how does that all play out?

Jill: [00:20:01] Yeah. It’s honestly been something to figure out because, with the launch of Modern Retail, which is very, very new, and it was kind of a spin-off from Glossy— 

Richie: [00:20:09] It was Hillary, spun from Glossy, to Digiday, back to her own thing.

Jill: [00:20:13] Yeah. It’s interesting because, yeah, Digiday covers media and marketing, they do touch on fashion and beauty, and I just always say, you know, Modern Retail is all of retail, they’re really going in depth on direct-to-consumer brands, not just fashion and beauty. I’m doing a story today on Brooklinen, there are the Brooklinens of the world, but I’m only doing it because, you know, they’re launching lounge wear. Like, I wouldn’t probably touch a story on— 

Richie: [00:20:33] Right. You’re vertical and they’re horizontal. 

Jill: [00:20:35] Yes, totally. They’re definitely going more in depth on Amazon. What Amazon’s doing across the board and Walmart, where we’re kind of very much in our lane. 

Richie: [00:20:44] Right. You’re not covering grocery. 

Jill: [00:20:44] Exactly, exactly. So the thing to figure out was, if there’s a story that Modern Retail does—Hillary did one on Rent the Runway, ’cause she was at an event. She talked to COO, somebody. Did a great story. 

Richie: [00:20:57] CRO. 

Jill: [00:20:58] That’s it! And I was like, we need to run that. And so, we do. So it’s interesting, because that’s not yet paywalled, so, obviously, if people want to see it, they hit the paywall, they’ll go to Modern Retail, they can get it for free. So at this point— 

Richie: [00:21:11] Right, ’cause your cross-pollinating. 

Jill: [00:21:12] Totally. And we don’t do that a ton, but it’s gonna be a flipping of the switch, of how things are set up because, yeah, sharing across all three brands is…maybe we’ll do it less, maybe we’ll scratch it. I don’t have all the details, but I do think that people approach me all the time. “Can I get a discount? Can I get a subscription to both?” I think there’s a way like, you get a discount or something like that but, yeah. One subscription does not apply to the other. 

Richie: [00:21:38] How do you think about the other publications in your space, competition, etc? 

Jill: [00:21:43] I don’t look at them a ton. Like, I see the notifications when something breaking comes out of, obvious. 

Richie: [00:21:48] Right. Like the Gaga thing or something. 

Jill: [00:21:49] Yes. That came through a breaking news email and I was like, ooh, hey guys. 

Richie: [00:21:53] And then another email the next day with the same content. 

Jill: [00:21:55] “In case you missed it.” But I don’t like to look a lot. I don’t like to be influenced a lot by what everyone’s doing. I do like to stay in our lane. Obviously, I like to be aware of what’s happening across the industry and I do like to know. Maybe I’ll look at headlines. I don’t like to get too deep to be influenced. 

Richie: [00:22:15] What’s been the cheapest and most expensive lesson you’ve learned at your time running Glossy. 

Jill: [00:22:21] One thing that I’ve learned is that everyone freakin’ wants to be on a podcast. We get some great guests. One thing in my head which, speaking of video, I’m like, let’s take advantage of this. Like, let’s do more with this. We have these amazing people at the office. I wouldn’t say this is cheap, doing a podcast, but it plays into our day-to-day. It’s doable. Like, we do series from time to time and it happens, it’s not a big time or money investment. Podcasts are great. We have sponsors, it’s a moneymaker, but I was just saying we should do more with video here. Maybe we, like Howard Stern, have a video, and have live or some other component to it. Take more advantage of that. 

Jill: [00:23:00] And same with our fashion leaders’ dinner. We get founders, presidents of brands. What more can we do? How can we take advantage of this opportunity? Can we blow this out into a larger event while we have them, and call it “a leaders’…something.” Because, again, people want to be a part of it. It’s desirable to them. And other things I’ve learned, I mean… 

Richie: [00:23:19] What about expensive? 

Jill: [00:23:20] Expensive… this may come off as bad for my team but it’s okay. I would say it’s like, with the hiring process and figuring that out. I have some junior team members. I don’t think this is like, an “expensive mistake” or whatever but like, bringing them up to speed or to get them in the Glossy mindset, which we’ve talked about, is so distinct. And no matter where you’re coming from you have to figure it out. So if there are younger players, it takes them longer, and for me, who wants to be looking at big-picture ideas more often and spend more time on that, to be, you know, doing three reads on a story or a lot of back and forth and a lot of like, hand holding? That’s expensive. And maybe in future hires going for those with a little more experience where it’s less time to bring them up to speed. 

Richie: [00:24:08] What are you most interested/excited about for the next, call it six months of the business and the coverage?

Jill: [00:24:14] I think that the more we can establish ourselves as a guide, the better. I think over the next year I want to do more of that. So that includes these quarterly research reports but also in between I want to do more guides. Right now I have a freelancer and we know that we saw great traction and interest, it’s the same thing right now. I’m talking to my team. Like, we’re seeing so much like, people want to know how, frickin’, how to navigate TikTok. What’s happening at TikTok? Everyone wants to know TikTok. So I’m like, hello, let’s tackle this. Like, we are the guide. Let’s tell them how to do it or how to approach it or how to go there. 

Jill: [00:24:48] But, you know, the last couple of months it was how to work with Tmall or enter China. So I have a freelancer doing that. So that will be quarterly, we’ll do these handy dandy guides where it becomes, in between these massive quarterly reports that are like 30 pages, but it’s a little more, things people can grasp on to and run, which I think that we’re doing but I think that we can do a better job of that. And I don’t know how exciting it is, but that is exciting to me. 

Richie: [00:25:14] What’s the hardest part of continuing to kind of find the lane and stay in the lane and so forth?

Jill: [00:25:21] I’m still a fashion fan and geek and love it, but like, it is staying focused and getting in the weeds. And we get these pitches all the time. Like, don’t sit there and wait for the pitch or look for something in the pitch that’s worth covering. Like, it’s working harder and digging and picking up on things nobody’s talking about, and uncovering these truths in the business, we say a lot. And doing that daily, like, everyone’s churning out tons of stories a day. We do one meaty story per reporter per day on average, and doing that every day is hard, and finding something really different and calling something out. 

Richie: [00:26:02] Do you feel like you run out of ideas, sometimes? 

Jill: [00:26:04] Yeah. We talk about it a lot. And we even like, because sometimes we hear things through the grapevine, or there’s a lot of conversation about like, is this worth covering? Is this even something that’s like happening? Like, do we care? Is it, does it matter? Because we hear something and nobody is talking about it, but maybe there’s a reason. 

Jill: [00:26:20] Anyway, yeah. Figuring out what’s actually kind of like a juicy bit, according to our reader’s. 

Richie: [00:26:25] Favorite recent story? I know, it’s like, pick your kid. Pick one. 

Jill: [00:26:29] Oh my gosh. Danny’s been doing some things that, I mean it’s not like, the most sources he has to talk to. I would say they’re just like, more regular features I pushed to do, and so does Digiday—they call it lead, a meaty lead, every week. He’s been doing them more consistently, and he recently did one that was on—everybody’s been talking about the damn Amazon quote forever. But there are various styles that have recently gone viral, and it was looking at the impact on the brands and how they either step up and figure out how to build on that success and grow from it, or it could kill them, really. Like, they just like fall under the pressure. And I just thought it was really interesting. He got in there, he talked to the viral folks, the viral brands. And yeah, I thought that was something different. It gave it a little time. We didn’t do an Amazon coat story specifically, but again, yeah. It’s almost like a day-two story, but it’s like a month five story, where people are like, yeah, that’s happening. 

Richie: [00:27:29] It seems like another interesting example of where, it feels like the day-two story there is better. It might be less traffic but it’s better for you… 

Jill: [00:27:36] Totally. 

Richie: [00:27:37] …than, you wouldn’t break the day-one. 

Jill: [00:27:38] Totally. Because like I feel like the day-one story was, “Everybody’s wearing this Amazon coat.” So what? I feel I say “so what”—I should have a t-shirt. 

Richie: [00:27:46] Next podcast title. Awesome. Thanks so much for talking. 

Jill: [00:27:50] Thank you, Richie. So fun. 

Richie: [00:27:53] Thanks for listening to the Loose Threads Podcast. You can read full transcripts of the podcast and join the newsletter at LooseThreads.com. Feel free to leave a review on iTunes, we always appreciate it, and thanks to George Drake, Jr. for editing this episode. We have a great roster of upcoming guests and we hope that you tune in next week.