OCTOBER 5, 2016

10 Questions for Amy Conway, Editor-in-Chief of Martha Stewart Weddings

 

Q: AS EIC, TELL US ABOUT THE DIRECTION OF THE MAGAZINE.

A: MARTHA STEWART WEDDINGS HAS ALWAYS PROVIDED BEAUTIFUL IDEAS, HELPFUL ADVICE, AND THE BEST REAL WEDDINGS—AND THAT’S NOT CHANGING. BUT YOU WILL SEE SOME NEW THINGS IN OUR WINTER ISSUE, TOO. I’M ESPECIALLY EXCITED THAT WE’RE LAUNCHING AN ADDITIONAL DEDICATED FASHION SECTION, THE PERFECT PLACE TO SHOWCASE THE GORGEOUS GOWNS, ACCESSORIES, AND JEWELRY THAT WE KNOW OUR STYLISH AND SOPHISTICATED BRIDES COME TO US FOR. WE ARE PUSHING THE ENVELOPE WITH OUR FASHION FEATURES TO CREATE STORIES THAT ARE SURPRISING AS WELL AS INSPIRING AND INFORMATIVE. OVERALL, THE MAGAZINE WILL FEEL CHIC, MODERN, JOYFUL, AND SMART—JUST LIKE OUR COUPLES.

 

Q: DEFINE THE OVERALL AESTHETIC.

A: WE HAVE A CLEAN DESIGN THAT’S ENGAGING AND ELEGANT, ALLOWING THE IDEAS AND PHOTOGRAPHY TO SHINE. ALSO COMING UP IN OUR WINTER ISSUE: A REFRESHED LOOK WITH SOME MORE MODERN AND BOLD TYPOGRAPHIC TREATMENTS.

 

Q: WHAT IS THE TONE?

A: YOU KNOW THAT FRIEND, THE ONE WITH THE GREAT SENSE OF STYLE, WHO GIVES EXCELLENT ADVICE (WITHOUT BEING PUSHY), AND WHO ALWAYS KNOWS JUST THE RIGHT THING TO SAY? THAT’S US.

 

Q: WHAT MAKES TODAY’S COUPLES DIFFERENT FROM THOSE IN PAST YEARS? 

A: TODAY’S BRIDES AND GROOM HAVE SOMETHING NEW ON THEIR TO-DO LIST: DECIDING HOW TO HANDLE SOCIAL MEDIA. IT ALLOWS YOU TO SHARE LIKE NEVER BEFORE, BUT THERE’S ALSO SOMETHING TO BE SAID FOR AN “UNPLUGGED” WEDDING, SO EVERYONE CAN BE IN THE MOMENT (AND YOU WON’T SEE THEIR PHONES IN ALL THE PROFESSIONAL PHOTOGRAPHER’S SHOTS!).

Q: HOW BIG IS YOUR AUDIENCE AND WHAT IS THE MOST EFFECTIVE WAY YOU ARE REACHING THEM?

A: WE REACH 6.6 MILLION PEOPLE THROUGH THE MAGAZINE, WEBSITE, AND SOCIAL MEDIA. WHILE THERE ARE ABOUT 2.2 MILLION WEDDINGS EACH YEAR, OUR BRIDES SHARE THEIR COPIES OF MSW WITH EVERYONE IN THEIR CIRCLE TO DISCUSS IDEAS, FASHION CHOICES, JEWELRY, ETC. AND THIS AUDIENCE DOESN’T RELY ON ONE SOURCE OF INFORMATION. THEY COME TO THE MAGAZINE FOR CAREFULLY CURATED CONTENT; TO MARTHASTEWART.COM FOR INSIDER ADVICE, PLANNING TIPS, AND INSPIRATION; PINTEREST, INSTAGRAM, AND SNAPCHAT FOR THE SHEER VOLUME OF IDEAS; AND OUR FACEBOOK FOR NEWS AND INFO. WE HAVE ALSO BEEN GIVING OUR AUDIENCE ACCESS TO LOTS OF AMAZING VENDORS THOUGH FACEBOOK LIVE. WE ARE EVERYWHERE OUR COUPLES ARE. 

 

Q: WHAT’S A NEW TREND WILL WE SEE FOR WEDDINGS IN 2017? 

A: I THINK WE’LL SEE ALTERNATIVE RECEPTION STYLES CONTINUE TO GROW IN POPULARITY. LOTS OF COUPLES ARE GRAVITATING TOWARDS COCKTAIL PARTIES, BRUNCHES, AND RESTAURANT RECEPTIONS BECAUSE THEY REFLECT THE WAY THEY LIKE TO ENTERTAIN AND SPEND TIME WITH FRIENDS. THEY FEEL AUTHENTIC. 

 

Q: WHAT ARE YOUR READERS LOOKING FOR IN ENGAGEMENT RINGS TODAY?

A: MANY OF OUR READERS COME TO US BEFORE THEY ARE ENGAGED, WHEN THEY ARE DREAMING OF AND RESEARCHING ENGAGEMENT RINGS. ROUND-CUT DIAMONDS IN WHITE GOLD OR PLATINUM SETTINGS ARE CLASSIC, AND STILL TAKE TOP PLACE IN TERMS OF POPULARITY. BUT YELLOW GOLD AND ROSE GOLD DEFINITELY HAVE THEIR FANS. EAST-WEST SETTINGS ARE A VERY COOL NEW TWIST ON THE TRADITIONAL. ONE THING THAT’S FOR SURE: OUR BRIDE KNOWS WHAT SHE WANTS AND DOES NOT WANT HER BOYFRIEND GUESSING. JEWELRY PARTNERS OFTEN TELL US THAT THE GROOM COMES INTO THE STORE WITH HIS GIRLFRIEND’S MARTHA MAGAZINES TO SHOW THEM THE EXACT RING SHE HAS “HINTED” SHE WANTS!

Q: WHAT’S NEW IN REGISTRY?

A: MANY COUPLES ARE ALREADY LIVING TOGETHER, SO THEY’RE NOT STARTING FROM SCRATCH IN SETTING UP A HOME. THEY MAY CHOOSE TO UPGRADE THEIR BASIC HOUSEWARES TO EXCELLENT POTS AND PANS, LUXURIOUS BEDDING, AND THE BLENDER THEY’VE BEEN COVETING. THEY’RE ALSO SELECTING THINGS THEY’LL REALLY USE AND ENJOY. RATHER THAN THINKING IN TERMS OF “EVERYDAY” AND “FORMAL” CHINA, FOR EXAMPLE, THEY MAY GO FOR ONE BEAUTIFUL, VERSATILE PATTERN THAT WORKS FOR EVERYTHING FROM THEIR MONDAY MORNING BREAKFASTS TO A HOLIDAY MEAL. 

 

Q: IS THE DIY ELEMENT STILL PART OF THE DNA OF MSW?

A: CREATIVE IDEAS WILL ALWAYS BE PART OF OUR BRAND; THEY ARE THE KEY TO AN EVENT THAT IS TRULY PERSONAL. WE DREAM UP THE IDEAS FOR OUR BRIDES AND GROOMS TO TAKE AND MAKE THEIR OWN. THAT COULD MEAN EXECUTING AN IDEA THEMSELVES—OR NOT. THEY MAY ASK THEIR WEDDING PLANNER, FLORIST, STATIONER, BAKER, OR OTHER TALENTED VENDOR TO BRING THE IDEA TO LIFE. THAT’S WHY WE SOMETIMES USE THE TERM “DESIGN IT YOURSELF” INSTEAD OF “DO IT YOURSELF.” 

 

Q: FAVORITE WEDDING CAKE FLAVOR? 

A: CHOCOLATE AND MORE CHOCOLATE FOR ME. BUT FOR A COUPLE WHO JUST CAN’T DECIDE, BAKERS ARE DOING TIERS IN DIFFERENT FLAVORS. EVERYONE WINS!