[FROM THE LAST EDITION OF SPIERSLIST:]
The last time I sent out a newsletter, I think I was working on a new launch unlike any I’ve done before. There were some complications, but I was very happy with the end product:
Our son, Ford Philip Sederstrom, was born on June 9th, and I was on maternity leave until the beginning of September. There have also been other new developments.
I left my job as editor-in-chief of The New York Observer in 2012 because, among other things, I wanted to start a company. I have an entrepreneurial gene that constantly needs itching and I had done a startup before and it felt like it was time to give it a shot again. So I left the NYO and started setting up meetings with potential partners and investors.
And then things happened. Or, as it does, life happened. I got married and we decided we wanted to have a kid–sooner rather than later–and suddenly, it didn’t seem like the right time to start something from scratch. (I know people who’ve done it, and know it’s possible, but it didn’t seem right for us.)
But the idea kept brewing in the back of my head. In the meantime, I consulted on new launches and was a part time editorial director for Flavorpill Media, a company that I love. I’ve been an advisor to them in some capacity for close to eight years and have watched it evolve over time. So I had talked to co-founders Mark Mangan and Sascha Lewis about the startup idea on many occasions, and slowly we all came to the realization that the property could work at Flavorpill.
So we’ve decided to do it together. Everup.com launches on November 16th. (More about the site below.) It’s a new company, majority owned by Flavorpill and I’ll be running it as CEO. I’ll be winding down consulting / advisory work over the next quarter or two and am already working on the site in a full-time capacity. We’ll do a bit of fundraising for it in the Spring, once we’ve had time to build an audience, and I’m excited about what the possibilities are. So what is it?
Everup is a new publication majority owned by Flavorpill Media about lifestyle design and related topics. It’s a digital destination that covers all aspects of personal and professional development, with a focus on creativity, productivity, and wellness. We help you be more creative, do more, and live a healthier and happier life.
Content published by Everup will consist of short-form articles, long-form reported pieces, essays, and video (short documentaries and instructionals). Staples will include service-oriented pieces designed to help the reader with their own personal development—hacks, advice columns, and how to’s. It will also feature narrative storytelling, including first-person essays and reported explorations of topics that broadly fall under the site’s three pillar topics. Sample stories might include a look at the muddy genesis of Tough Mudder, an examination of how Holacracy works in large organizations (or doesn’t), a first person account of a week at a lucid dreaming workshop, an oral history of Esalen, an exploration of how gut bacteria can affect working memory, a story about robotic augmentation and real life cyborgs, or a column on healthy delusions and when you should lie to yourself. We’ll also include actionable prompts that encourage the reader to continue or expand existing personal development projects.
We’re launching with a sponsorship from Microsoft and are holding a series of events around creativity and productivity the week of the 16th. You can register here.
My original plan was to add a commerce layer, and we may do that later down the road. But I think the category opportunity is big. The health and wellness sector is very interesting right now, and we’re not the only ones who think so. Thrillist is launching a health vertical and so is Boston Globe owner John Henry.
And So I’m Hiring…
Job listings are here. I’m also taking freelance pitches for long form stories and essays. My email is elizabeth AT everup.com.
In addition, one of my advisory clients, Casper.com, is looking for social media and partnerships talent for VanWinkles.com. Here are two jobs they’re looking to fill:
Social Media Editor
Van Winkle’s is the first website of its kind dedicated to the science, culture and curiosities of sleep. We’re hiring a social media editor to ensure we reach the best audience across the right social media channels. The winning candidate has hands-on experience with both organic and paid growth, and knows how to maximize both. Van Winkle’s needs a sharp, creative individual who understands how to share editorial in dynamic ways. You must come prepared to dig deep into the Van Winkle’s inventory, come to understand our voice and market position, then aggressively grow the audience. With your help, Van Winkle’s will own the conversation around sleep and wakefulness.
At least four years’ experience in a full-time social media position, preferably for a media organization; Vanguard knowledge of new social media channels and, crucially, the strengths and weaknesses of each vis-a-vis editorial distro; Hands-on experience with paid social campaigns (Facebook, Twitter) and complete confidence with related analytics (GA, SocialFlow); The highest journalistic ethics and grammatical standards, and a fierce dedication to the stylebook;
Desire and ability to work collaboratively on a small team; and
Hands-on skills with Photoshop and whatever other software you need to create social editorial. This is a full-time, NYC-based job with a competitive salary and wonderful benefits in a lively, energetic atmosphere. The Van Winkle’s team is ensconced within the Casper offices, where no one goes hungry for lack of snacks.
How to Apply: Send your resume and cover letter to koyen AT vanwinkles.com; include “Social Media Editor” in the subject line.
Include a few examples of your personal or professional social media victories, as well as examples of one story you’ve told (or helped to tell) across different channels. Tell us how and why you told this same story in different manners. Include salary history and/or salary requirement.
Van Winkle’s is the first website of its kind dedicated to the science, culture and curiosities of sleep. We’re hiring a partnership manager to help distribute our original journalism with external partners. The winning candidate has hands-on experience with distributed content models.
Syndication is a key component of our publishing strategy, and Van Winkle’s needs a smart, resourceful individual who can create new and grow existing partnerships. Whether it’s building awareness of an in-depth investigative report or syndicating a fun top-10 list, you must come prepared to identify the right outlet for the right story. You should have existing contacts at other online media properties and also a knack for making new friends. Taking charge of and growing our email list is also a critical part of the job.With your help, Van Winkle’s will own the conversation around sleep and wakefulness.
At least two years’ experience managing and developing partnerships at an online media property or a digital-first brand; Proven track record of proposing and finalizing syndication and partnership proposals; Contacts at other media properties and willingness to “cold call” with ideas for new partnerships; Experience growing a newsletter audience through organic outreach, promotions and partnerships;
Urge and ability to work collaboratively on a small team; and
Complete confidence with related analytics (e.g., GA).
This is a full-time, NYC-based job with a competitive salary and wonderful benefits in a lively, energetic atmosphere.
How to Apply: Send your resume and cover letter to koyen AT vanwinkles.com; include “Partnership Manager” in the subject line.
Include a few examples of your syndication and/or partnership victories, and tell us how you made them happen. Include salary history and/or salary requirement. About Van Winkle’s: Van Winkle’s is a new lifestyle publication dedicated to exploring our relationship with sleep and how our daytime hours can be improved by examining the nights. It is published by Casper (casper.com), and edited by veteran journalist Jeff Koyen.
And that is all for now!