“ Tracy Shaffer, Entertainment Director Background: “I once read an interview with Molly Ringwald where they referred to her publicist. I was determined to get into PR, but it sounded a lot more fun doing PR for a celeb. I worked as a personal publicist for 15 years, repping stars like Johnny Depp, Mariah Carey and Charlie Sheen. I worked at Cosmopolitan and then Laura Morgan, Special joined Marie Claire last October.” Projects Director Biggest Cover Coup: “Katy Perry for Background: “I started as a publicist at our January cover—everyone I know A&M Records but then realized I wanted wanted her.” to be on the other side of the fence. Covers Booked: “Well over 100 covers, I’ve been at Lucky for four years now. and close to 500 inside pieces.” Before that, I was at Bazaar, Jane, EW, Biggest Challenge: “Making sure you Seventeen, and Teen People. I’ve been always know who the next big things around the block!” are. There are a lot of films to see, a Biggest Cover Coup: “Drew Barrymore lots of staying up to watch everything for Lucky. I’d pursued her for a long time. on my DVR. Sometimes I fall asleep on What makes me good at my job is that I the couch, but that’s also kind of the really don’t give up.” fun part.” Favorite Cover: “At Seventeen we shot Dream Get: “The holy grail is Emma Destiny’s Child at Beyoncé’s house in Stone—she’s incredibly cool, talented, Dallas and her mom cooked gumbo for gorgeous, and so approachable.” the entire staff!” Biggest Misconception: “That I get Covers Booked: “It’s probably up to pitched covers all the time. We go to around 500 at this point.” them! As soon as a movie gets slated, Most Stressful Moment: “We had a you’re making a call to the publicist situation with our Sofia Vergara cover that day—it could be a year out—then when we had to move up the shoot a checking in periodically. There’s a day. People had to come into the office science to not being annoying.” on a Sunday, pack all the trunks, and get Most Stressful Moment: “I walked on a flight last-minute, which happened into this job with no March cover—one to be during a storm. It was a nail biter of the biggest issues of the year—with, up until the very end. We had no idea if like, a week or two to book it. Luckily, the trunks were going to make it.” since I had just started, I had an excuse If I Wasn’t Booking Covers... to call every publicist and say, ‘Hey, I’m “I’d sort of like to be the Karl Rove of at my new job, here’s my info. By the the Democratic Party and just be really way, what do you got?’ Miraculously, I hardcore and sneaky about getting landed Keira Knightley, which was the things done.” best possible end to that story.”
Dana Stern Schwartz, Entertainment Director Background: “My mother is a publicist and worked for Joan Lunden [former co-host of Good Morning America] when I was a teenager. We were also neighbors, so I babysat Joan’s children. I had the opportunity to visit TV studios, photo shoots and live events with Joan and my mom. I caught the bug early!” Biggest Cover Coup: “When Angelina Jolie wrote and directed her first film, In the Land of Blood and Honey, I was booking for Marie Claire. I negotiated an unconventional deal to put Angelina on the cover and to shoot several of the cast members—who had never done a photo shoot before!—for the inside pages.” Covers Booked: “I’d say it’s been about 500 in almost 20 years.” Biggest Misconception: “That it’s somehow glamorous! I very rarely fly on the private planes that I book, live out of fancy hotel suites, or have SUVs waiting around for me all day long. Don’t get me wrong—there are perks to my job, but definitely not like a celebrity.” Favorite Cover: “Jennifer Lawrence. She’s intelligent, ambitious, witty, grossly talented, and sexy as hell. The total package.” Biggest Disappointment: “That Blake Lively eats chocolate like it’s going out of style and doesn’t exercise. That’s just tragic and unfair to the rest of us!”
I very rarely fly on any of the private planes that I book, live out of fancy hotel suites, or have SUVs waiting around for me all day long. —D.S. WHAT IT’S REALLY LIKE ON A COVER SHOOT
“Musicians like to listen to themselves on shoots. Everyone else likes Rihanna.” —A.W.F. “We always have a bread and potatoes/pasta option for the guys on the crew, but the girls hardly touch them!” —A.W.F. “There’s usually hundreds of thousands of dollars of jewelry on a set and every brand that sends jewelry sends security, too. You could have a huge star on set shooting and there’ll be, like, seven security guys sitting around the jewelry table in coats and ties the whole day!” —T.S. The most popular talking point on cover shoots: “Other celebrities!” —D.S.S. B FA N YC . C O M ( 4 ) ; A L L OT H E R S C O U R T E S Y