InStyle, 2020

InStyle advertising revenue was continuing to drop during the pandemic due to luxury and beauty pulling back their schedules.

The sales team noticed many categories that were non-endemic to InStyle were still making requests but we didn’t have the content they wished to align with.
During the beginning of the pandemic, I noticed that the New York Times was promoting a new at-home section and I wanted to expand on that idea for an InStyle section called StyleIn. It would address what the consumer was focusing on home, food, culture, wellness and fill the needs of this underserved set of advertisers.
My responsibilities: I mocked up the section addressing this new content, through an InStyle lens, for all of the ad requests and bubbling up consumer interests. Then zoomed with my EIC, and had it in the hands of the sales team in two days. Assigned an editor and as it started to sell we were ready to go.

$2.M revenue from Aug 2020-May2021 (11% of our total revenue during this period.)
StyleIn pages account for 8.4% of total editorial pages during this same time period
The highest performing section in reader feedback
Second most requested section for brand alignment after Beauty

StyleIn