Interview: Stacy Morrison

Stacy Morrison, editor-in-chief of Redbook, one of the US' oldest consumer titles, spends most of her days thinking about how women live their grown-up lives. She talks to PRWeek via e-mail about heading a Hearst flagship magazine.

Stacy Morrison, editor-in-chief of Redbook, one of the US' oldest consumer titles, spends most of her days thinking about how women live their grown-up lives. She talks to PRWeek via e-mail about heading a Hearst flagship magazine.

PRWeek: What's it like to captain something that reaches nearly 3 million readers a month?
Stacy Morrison: It is a huge responsibility and a fantastic privilege. Our mission is to be the total-life guide for our readers, this new generation of women who are blazing their own paths and taking on new roles, but don't want to let go of the unique women they've worked hard to become.

PRWeek: Redbook's readers have obviously changed quite a bit in the last century. How would you describe them now?
Morrison: Our reader is so many things - maybe a wife, a mom, a career woman, homeowner, friend - but above all, she is unique, energetic, optimistic, and stylish. She's at a turning point in her life, and things have never been busier for her.

I edit the magazine knowing that reading it is a simple pleasure she can indulge in every month.

PRWeek: What is the strategy behind these TV tie-ins, like last week's The Celebrity Apprentice?
Morrison: Dial asked Redbook to partner on a task for The Celebrity Apprentice. The contestants' challenge was to conceive, design, and produce a four-page advertorial for the new Dial Yogurt Body Wash.

It was such a fun experience and great visibility for the Redbook brand. Next, we have a partnership with Teleflora to find "America's favorite mom."

PRWeek: At the end of a tough day, what brings a smile to your face?
Morrison: Reading all the mail from our fans who thank us for putting together a magazine that reminds them to take time for themselves.

PRWeek: What role do PR pros play in the Redbook cycle?
Morrison:
We work with PR people every month, especially for our fashion, beauty, home, and new product features. We also work with PR and marketing representatives when we are developing story ideas and partnerships.

I appreciate it when a PR person has a true understanding of our brand and reader, and pitches us ideas that are appropriate for her and make sense for Redbook.

PRWeek: Any new editorial plans for the magazine, or are you satisfied with its current look and content?
Morrison:
Last July, we increased the magazine's trim size and upgraded the paper weight, which allowed us to put more breathing room into every page.

We also have a new creative director, Michael Picon, and some great upcoming covers. I am really happy with the way the magazine looks, but I always have a few more refinements up my sleeve, so stay tuned.

Name: Stacy Morrison

Title: Editor-in-chief

Outlet: Redbook

Preferred contact method: smorrison@hearst.com

Web site: www.redbookmag.com

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