Blueprint
Sarah Humphreys, editor-in-chief, Blueprint:
1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?
Without question, our greatest achievement has been extending the Martha Stewart brand to entirely new readers-young, stylish, plugged-in women who are designing their lives and looking for creative, one-of-a-kind ideas to help them do so.
2. Looking back at your history, what was the most important hurdle you were able to overcome?
Our biggest hurdle was launching a women's lifestyle magazine in an already crowded marketplace-and making sure Blueprint was unique enough to stand out from the myriad other titles.
3. What was the biggest pleasant surprise?
We have been amazed and thrilled to see how passionate readers have become about Blueprint after only two issues. To witness three separate copies snatched up at the newsstand in under 10 minutes. To eavesdrop on two 20-somethings raving about it on the Metroliner to Boston. To be approached (well, more like accosted) by a fledgling interior designer in Barneys who opened her handbag to show us her dog-eared copy. (All true stories experienced by the editor-in-chief over Labor Day weekend.)
4. What is the biggest challenge you are facing today?
Blueprint's biggest challenge is to continue to meet the needs of all of our readers (women ages 25 to 45), because they are truly a mixed bunch. Some are single. Others are married. Others are single or married with kids, dogs, and SUVs.
5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.
She is your best friend. She knows everything, but is not a know-it-all. She is creative, smart, stylish, fun, sarcastic, optimistic, and down-to-earth. She is the first person you turn to when you need decorating ideas, or etiquette advice, or where to find the best burger in Los Angeles. Above all, she is incredibly inspiring-your personal-style muse.
6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?
Launch a magazine that you will truly love and live by. It's a lot easier to make a fabulous product if the idea comes from your heart, rather than the latest research on consumer trends. Second, make sure you have great people behind you, as we do here at MSLO. Their seasoned ideas, smart feedback, and unwavering support will be invaluable.
7. Finish this sentence: In 2010, your magazine will be...
An adjective ("Her style is very Blueprint") and a verb ("I'm going to Blueprint my living room").
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