When I started planning The Pocket Guide To The Fashion Media, I created a 'dream list' of the contacts I wanted to consult. Ranging from Editors to Bloggers, I considered the list to be ambitious to say the least. Often, the press can close camps when contacted by 'outsiders', unwilling and, often unable, to provide quotes or information that might reflect on their publication. This is not a critisism. Many publishers prefer that their employees do not issue statements, or provide quotes on behalf of their publications, so I was not surprised when some of those I contacted declined to partake.
What did surprise me, was the number of fashion media contacts who did respond. Without wanting to sound to gushing, I really am so grateful to the many Journalists, Editors, Assistants and Bloggers who took the time to take our questionnaires, answer our questions and provide quotes. Literally, the book could not have been written without them.
At the very top of my dream list, stood a handful of names that almost everyone with an interest in fashion will recognise. One of them was Dolly Jones, Editor of Vogue.com. Dolly very kindly took time out of her busy schedule (and trust me, it's one of the busiest schedules in the industry!) to contribute to the book. Her exclusive insight *squeals of delight* into one of the most coveted roles in the industry is a must read for anyone who:
- reads Vogue.com (and quite frankly, who doesn't?)
- is interested in what makes the queen of online fashion journalism tick
- wants to attract Dolly's attention
- would like to work in the fashion media
- thinks being editor of Vogue.com has to be one of the best jobs Ever.
This is a (very) un-edited, raw extract from Dolly's interview, many of the 'best bits' are naturally, saved for the book. The polished, less-interview-more-editorial copy will be in the book.
By the way, this isn't a spoiler, consider it more of a yummy taster....enjoy!
P.S, if you want to use any of the interview for your own blog, play nice and ask first, thank you.
S: I understand you read History of Art at university, followed by a journalism course. Would it be correct to suggest that your first passion is writing and fashion second? If so, might this professional, editorial focussed approach be the secret to the success of Vogue.com?
DJ: Yes, writing was the first ambition. I was always interested in clothes but didn’t consider the possibility of working in fashion until I arrived at Vogue on work experience. I think strong, high quality editorial and genuine journalism is the highest priority of the site and always has been. I hope the editorial approach has contributed to our success.
S: What are your thoughts on the increasing popularity (and number) of fashion bloggers and fanzines?
DJ: I think they are inspirational and an exciting development in the way the internet is being used by people all over the world every day. Fashion is something we all wear, it’s natural that we should all be able to have an opinion about it and share those opinions. It’s also about creativity and new ideas so I like that people are using the internet to fuel their passion for it.
S: How important are the international fashion weeks to Vogue.com? Do you think there is more pressure for the online Vogue team to have a presence at the shows compared to both Vogue magazine and rival publications and sites?
DJ: Coverage of the international collections are incredibly important to the site. Our users expect to see all the photos, videos, show reports and backstage imagery as soon as possible after every show and we can’t let them down. I don’t think we have more pressure to attend than Vogue magazine – it translates what happens at the shows in a completely different way and works to an entirely different time scale. I can’t speak for our rivals, but we’d never let our users down by not providing them with all the show coverage.
S: Having worked at Vogue and Vogue.com, what would you cite as the main differences between the two mediums?
DJ: Vogue.com is daily and Vogue is monthly – the routine of creating each of them is completely different. Vogue.com catalogues events in the fashion world as they happen, whereas Vogue magazine’s remit is to translate what’s happening in fashion, indeed to lead it, by using the world’s best writers, photographers, designers and models – the combined brand identity focuses on quality and authority, but the realities of both are very different.
S: Please list three of the best aspects of being an Editor.
DJ: 1. Seeing ideas comes to fruition and the effect that has on traffic
2. The responsibility to continue creating a site that has so many users.
3. Working with a team of people with a shared goal
S: And three of the least appealing aspects
DJ: 1. The responsibility to continue and grow the success of the site, can be quite a pressure.
2. The internet never switches off – I’m not very good at switching off either, therefore.
3. I can’t think of a third I’m afraid.
S: Sid you ever imagine that you would hold one of the most desirable jobs in journalism and is the role as glamorous as our readers might think?
DJ: You’re very kind to describe it as that. I feel incredibly lucky to have a job I enjoy so much and that keeps me so inspired. I have met and worked with incredibly talented people, seen some beautiful things, been to wonderful places and worn some pretty gorgeous clothes. On the other hand I’m sitting here writing this on a Saturday afternoon in the office, it’s dark outside and I have another 500 emails to read before I go home tonight. It has its moments, but it’s not always glamorous.
