With experience across multiple magazine titles and digital platforms, msn.co.nz senior editor Sheryl Blythen knows the ins and outs of the publishing industry. Here, she chats to BD about her career path, the industry’s changing landscape, and where digital is heading.
Can you map out your career path in publishing?
I started out as a reporter in community newspapers covering a bit of everything, which was a great grounding. Then I moved to magazines, working for New Idea, SHE, The Australian Women’s Weekly, Fashion Quarterly and CLEO. I edited CLEO magazine for five years, which was incredibly exciting and challenging, and I was lucky enough to launch the magazine’s first website. That led to a role as digital editor-in-chief for ACP Magazines, before I shifted to my current job as senior editor for msn.co.nz.
What does your role at MSN involve?
Leading a team of editors, making sure the content we are offering is relevant and interesting for our Kiwi audience, and working with our developers on improvements to the website.
You’ve been working in digital publishing since 2007. How has the industry changed over the past eight years?
The rate of change is phenomenal. When I started out in digital, online was a very small part of the offering for most brands, including publishers. Today, it’s a major component of any successful company’s strategy. The IAB NZ is predicting that the online advertising spend will overtake newspapers this year. Another big change has been the role social media plays – Facebook and other social sites have become an important marketing tool for many businesses. The penetration of smartphones and tablets means people want news and information on the go and we’ve had to adapt to packaging content for those devices.
Do you believe there is still a strong place for both print magazines and digital publishers?
Absolutely. There are so many things you can do in a digital medium that you can’t on the printed page but I think magazines offer a fantastic canvas for visually-driven content such as fashion shoots and home interior layouts. And I would still rather take a magazine to the beach than a tablet.
How does the role of editor at MSN differ from that of a national magazine?
Most of the magazines I worked on catered to a niche audience so the biggest change for me was working on a content offering that would appeal to all New Zealanders. I had to go back to my news journalist roots after many years of focusing on fashion, beauty and bachelors! Also, the immediacy of digital is exciting – everything you have planned to present to your audience changes when a big news story breaks.
What do you think are the key qualities of a successful editor?
Knowing your audience and what will delight and inspire them, and having a great team around you.
There have been some recent changes at MSN. Can you talk me through these?
Last year, we completely rebuilt msn.co.nz to bring together content from thousands of great publishers around the world, including The Huffington Post, The Independent, BBC News, Sky News, Buzzfeed and lifestyle brands such The Australian Women’s Weekly, Woman’s Day, Gourmet Traveller, Elle, Marie Claire, Redbook, Good Housekeeping and Harper’s Bazaar. Alongside great articles, videos and galleries, the site has a comprehensive data offering, including everything from mortgage and budgeting tools to recipes and yoga and pilates workouts. It was designed with touchscreen devices in mind (such as smartphones and tablet computers), making it easier than ever to navigate.
Why did MSN decide to no longer produce Beauty Clique?
We needed a new brand to go with our new publishing model which incorporates fantastic partners such as Elle, Marie Claire and Harper’s Bazaar. So we still have heaps of beauty content but it lives within our fabulous Style section.
What direction is the digital publishing industry heading in?
I believe we will see lots of new players in the industry – brands who have not traditionally been in the business of content creation are looking for ways to have a digital presence. But only the best will survive. The paywall debate will be interesting. Kiwis have shown a willingness to pay for some online content, such as movies and music, but I’m not sure if they are ready to buy their online news. Presenting content in a mobile-savvy way will become even more important as people move away from desktop computers more and more.
What’s your best advice for journalists starting out in the industry?
Don’t be scared to pick up the phone and talk to people – the story you get from a real-life conversation is much more interesting than one you get via email. It’s also a great way to establish relationships with people who can help you again in the future. Expand your skill set to include video and image editing. Spread your social networking far and wide – a journalist who can market their content to a big audience will always be valuable to a publisher. And do every job you tackle well and on time. It’s a small industry and journalists love to talk – so make sure everyone is only hearing good things about you.
