Jeanie Pyun is the former editor of Organic Style. Before that, she was co-founding editor of InStyle Home and, in 2002, was editor of Living Room magazine's premiere issue. Now, she heads Sprig.com, a new green-focused site from Washington Post-Newsweek Interactive.
PRWeek: What is the demographic of your readership like?
Jeanie Pyun: Sprig is targeted for the smart, sophisticated, influential consumer, most likely a woman who is well-educated, well-informed, highly employed, busy, stressed, savvy, caretaking, all those things.
What Sprig is doing for this smart, sophisticated consumer is making it really easy for her to become just a bit more green.
PRWeek: What is the content and editorial goal of Sprig?
Pyun: Our goal is to help get 95% of people to be just 5% more green, as opposed to helping just 5% of people be 95% more green.
Another objective is to inspire as many people as possible - now that most people are aware of various environmental issues - and to inspire them just to make a few small changes.
Everything that we feature on the site is to tell the user and reader why it's good. Why it's good always comes first - it's gorgeous, delicious, exciting, beautifully designed, and perfect for my life - but hey, it happens to be green, too.
PRWeek: How competitive are green or organic lifestyle-focused titles or Web sites right now?
Pyun: I would say that anybody who is working in the green content is always happy to get that message out to as many people as possible and is always happy to inspire as many people as possible. It's not the same thing as fashion, where you can have people really competing to be the number one diva.
PRWeek: How does your Web site differentiate itself from other green ones?
Pyun: Everything about it - the design, the aesthetic, choice of products and services - is geared toward this consumer who is smart, stylish, and sophisticated, but not necessarily green-first.
PRWeek: Do you have any advice for PR folks who'd like to see their clients mentioned on Sprig?
Pyun: If you could please contact us only if you think the product is of terrific style and quality, but is also eco in some way.
When I say eco, I mean that it is primarily handmade, or organic, made of sustainable manner, made of materials that may be recycled, or refurbished vintage, eco-charitable. Otherwise, we can't feature it on the site, no matter how beautiful or delicious it is.
PRWeek: You've been at a few outlets before Sprig. What's the most ineffective experience you've ever had with a PR person?
Pyun: I've had some ineffective exchanges with celebrity publicists, but I think that's in a category of its own.
I'd say someone who doesn't understand what we're looking for, but continues to pitch. That's just not helpful for them, either.
Name: Jeanie Pyun
Preferred contact method: Jeanie.Pyun@wpni.com
Web site: www.sprig.com