Almost two years ago, journalist Kelli Armstrong packed up her publishing bags to head into the world of blogging and freelance writing. But it wasn’t just her publishing bags that got packed, with the editor deciding to also make the move to New York.
Here, we chat to Armstrong about leaving magazines, journalism and blogging opportunities in NYC, and producing cross-continental content.
Why did you decide to leave the magazine world to work on your blog?
I started the blog, under a different name, before I left the mag world knowing it was a smart move to start building a digital profile. Call it a sixth sense, because not long after, I was made redundant from my role as associate editor/features director at OK! magazine. I immediately went freelance and dove into rebranding my blog with a stealth wellness lean while at the same time studying to be a health coach with the Institute of Integrative Nutrition. I then decided to move to New York.
What are some of the benefits that have resulted from the change?
It’s enabled me to write about the things I’m passionate about – health, organic beauty, clean eating, fitness and travel. I’ve packaged that as ‘healthy travel’. That’s the aim of the blog now, to uncover wellness across the globe, whether it be a new vegan café in Sydney, a yoga retreat in Bali, or eating Paleo in Seattle. I’m welcoming contributions from anyone who’s taking or taken a healthy travel adventure and has something to share. That also includes travelling with your chemical-free beauty bag, or your favourite protein bars and moisture-wicking leggings. That’s another bonus of blogging: I’m connecting everyday with people who are passionate about the wellness space.
Have there been any negative outcomes from the switch?
The blog landscape is fraught with traffic and noise – and not necessarily the traffic you want to monetise it. It’s a competitive space and it’s taken me until now to really carve out the direction and my target market - which is 30+ females who live healthily at home and love to take that lifestyle with them when they travel. They still know how to have a good time but stay active and eat well while they’re at it. Nothing wrong with a margarita instead of a green juice, though! Essentially, my target market is me.
You’re based between New York and Sydney. What prompted the move?
I’ve always wanted to move to New York and with the freedom I suddenly had without a full-time job, I simply thought, ‘Why not?’. I’ve always had an insatiable wanderlust and New York is at the forefront of the wellbeing revolution. If it’s happening, it’s happening here. That’s where the name for the blog came from too - ‘Bird’ represents freedom and flight.
Are there more writing opportunities in New York?
There are certainly a lot more opportunities here and a huge community of entrepreneurs who are incredibly encouraging and inspiring. It’s also a hard market to crack as far as writing outside of my blog is concerned. I still freelance for magazines and digital sites in Australia and work as a copywriter in the US. Then I’m committed to my passion projects and road warrior lifestyle on the side. It’s non-stop!
How does the blogging industry differ in NYC compared to Sydney?
It seems to be more saturated in Sydney (or Australia, even) due to population. But that’s great because a lot of Aussie bloggers are global names now. Here, bloggers are broader in age and topics. The audience you can reach is exponentially bigger. I’m slowly seeing an upward curve in regards to my US audience, which is pretty rad.
What are the key differences between working in Australia compared to NYC?
Where do I start?! I miss the Aussie vernacular for one. Sometimes Americans just don’t get our sense of humour or laidback way of doing things. The other thing here is that everyone has one role, and that’s what they do. You just need to take a look at a masthead over here to see how many people it takes to put a magazine or digital space together. In Australia, we tend to multitask more and they do love that about Aussies over here. We’re known for getting the job done.
Is it tougher to succeed when competing in an international market?
Most definitely. The saying, “If you can make it in New York, you can make it anywhere” rings true because this is where the best of the best come to ‘make it’. Many don’t. I’ve lived in other international cities such as London and Dubai, but it’s New York that I’ve experienced the most intense highs and lowest lows on both a personal and professional front. It’s tough, but so all-encompassing and energising and frenetic and motivating. I wouldn’t be anywhere else right now.
What are your tips for media wanting to make the move to New York?
Connect, connect, connect. Jump on Linkedin and connect with people who do what you do or work where you want to work. And don’t be afraid to ‘reach out’. They love that over here. I spent the first six months (in between flying back and forth to Sydney) connecting with people, going to marketing events, networking nights and scheduling in coffees with anyone who’d meet me to talk about what I wanted to do! That’s how I’ve picked up work and met people who’ve taken an interest in my blog. If a New Yorker says they’ll connect you with someone, they’ll do it. They’re really about propelling you forward here. No dream is too big.
Is the US media market hard to crack?
Two words. Hell. Yes! A lot harder than I anticipated. They say for every 10K you want to earn, that’s a month of job hunting. You may be experienced and have made a name for yourself in Australia, but once you’re on US soil, you have to start from square one unless you’re particularly well-connected. It really is about who you know, but of course, you need great talent and a hard work ethic to match that.
Is it a help or hinder to be an Australian working in New York?
I think it definitely helps. Americans know we are hard workers and have multiple skills hooked into our tool belts. But we’re ‘aliens’, so we also need sponsorship. The E3 visa, for Australians only, is relatively easy to get, but you still have to convince an employer of this and why they should hire you instead of a local.
What are the benefits of working across two countries?
I get to soak up all the cutting-edge health and wellness that’s taking shape in the US, interact within a new culture, and share that with what’s becoming a global audience on Health-bird.net. At the same time, I am able to come home and get my fix of Down Under – usually every three to six months. There’s nothing like the smell of salty beachside air and that big blue umbrella up above. I didn’t want to feel like I was saying goodbye to Australia by moving to New York – while sometimes it’s unsettling to be cross-continental, it’s working so far and I plan to keep it up as long as I can. I also make sure I am across what’s going on in the media in Sydney and still have an active interest in the publishing industry. Of course, I miss my friends and family and whenever I’m home I think about staying, but then when I’m back in New York, the bright lights, big city vibe feels right.
What are the lifestyle differences between New York and Sydney? Does this affect what you write about?
The seasons are opposite so that can be tough when I’m writing for both a southern and northern hemisphere audience. The seasons are also different in that the winter here is brutal and like nothing at home. It got down to minus 30 here in February - I was in survival mode! But I still managed to get to yoga and Soul Cycle. That’s the thing about New Yorkers; nothing stops them. Now it’s summer and it’s soupy hot with no beach in sight - I’m constantly on the hunt for a rooftop pool!
Instagram: @health_bird
www.health-bird.net
Image: Della Bass
