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NETWORKING The Social Media Issue

The Condé Nast Intern Magazine SUMMER 2012


From fashion bloggers to foodies, social media is à la mode.

Eat this,

tweet that Summer Olympics

Connect like a champ

Discover the

secret to street style The code to going viral


Lucy Danziger & Chris Anderson




W I R E D . c o m /s u b s c r i b e | P o w e r e d b y C o n d é N a s t .

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The first look. The final word.

Outside the U. S., visit





zuckerberg media

Log on to Face SELF Workout book, search install and play! In The Park,




Connect like a champ 13

Our interns-turnedmodels, Alison Wild and Justin Brasington, emulated the street style of fashion bloggers Leandra Medine and John Jannuzzi.


Social media–inspired

cocktails 27

Tweet at first-time #TeamUSA Olympic fencer Miles Chamley-Watson.

Cracking the code 15

Musician Hoodie Allen and blogger Ben Kling discuss Internet success.

The network effect 17

Social media pays off for Condé Nast.

Tweets & murmurs 19

Connections fail at a media mixer.


@Editors-in-chief 20


Chris Anderson of WIRED and Lucy Danziger of SELF talk magazines and the Web.

Elections, revisited 23

Candidates and voters are using social media to influence the 2012 presidential election.

A new recipe for food 26

Social media is shaping the restaurant industry in unexpected ways.


Mutual friends 34

The interns show off their individual styles through six degrees of separation.

Behind the scenes 40

Good food, smart speakers—it’s pretty cool being an intern at Condé Nast. 6

On the cover

Photographer and intern Lyle Hawthorne captures the grunge of urban style and the glitz of technology on model and fellow intern Alison Wild.





future is



The Condé Nast Intern Magazine SUMMER 2012

editor-in-chief Caitlin Brown

publisher Becky Bush

Ali Robertson

sales manager Rebecca Ross

managing editors Erica Petri,

fashion directors Jonathan Borge,


Courtney Lindstrand styling assistant Emily Farra features editors Kirkland Back, Nora Landis-Shack, Leora Yashari contributors Maria Acabado, Diana Barnes, Ali Cooper, Julian Caldwell, Samantha Dupler, Melissa Goldberg, Stanley Kay, Laura Kaye, Alex Krinsky, Jordan Muto, Cordelia Newbury, Jessica Olenik, Lesley Thulin, Jessica Stallone, Emma Ward, Veronica Wohlschlaeger, Jenni Zellner copy chief Lexi Preiser copy editors Maria Acabado, Diana Barnes, Helen Driftmier, Jessica Stallone, Emma Ward, Jenni Zellner

creative director Hilary Fung design director Sarah Davidson art director Haley Tucker designers Emma Hunsinger,

Anne Latini, Alexis Parente, Jackie Pober, Anna Siegel, Mia Swift, Veronica Wohlschlaeger photo editor Lyle Hawthorne photographers Rachel Effendy, Louisa Holmberg, Nora Landis-Shack, Cady Lang, Ryan McNamara, Michelle Neider technology director William FalkWallace developers Chien Dinh, Yan Manelis

sales director Alison Gluck

sales team Rashmi Balasubramanian,

Justin Brasington, Keely Kuhn, Berggitte Maeser, Ryan McNamara, Michelle Neider, Cordelia Newbury, Rachel Ostroff, Ellen Toobin, Alexa Trearchis, Katie Urban, Melissa Urfirer marketing director Justin Brasington marketing manager Ellen Toobin marketing team Rashmi Balasubramanian, Saraid Donnelly, Keely Kuhn, Helen Lieblich, Berggitte Maeser, Ryan McNamara, Michelle Neider, Rachel Ostroff, Hunter Pawloff, Mallory Presutti, Libby Schutte, Priyanka Thapar, Alexa Trearchis, Katie Urban, Ana Viyella, Hayley Welke



special thanks to

human resources Meg Gruppo, David

Kaye, Kate Lewis, JoAnn Murray, Cate Siegel, Toni Thompson condé nast media group Kirsten Berken, Parker Bowab, Michelle Cardone, Cory Carroll, Shaun Gough, Jordan Hadley, Lori Polefka, Calvin Roberts, Mark Rolli others in the condé family Chris Anderson, Collins Baker, Lucy Danziger, Keith Grossman, Nancy Maloney, Susan Portnoy, Justin Shu




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Executive letter Your generation is in a unique and important position as the first to have social media part of the fabric of your most informative experiences in life. I was pleased to see that the Summer Intern class of 2012 chose to explore social networking as the intern magazine theme this year. For more than a century, Condé Nast has stood at the cutting edge of innovation in publishing, and today our brands are using social networks to actively and creatively engage readers. This is giving us insight we never thought possible and helping inform our editorial direction and adapt as the media landscape evolves. Condé Nast quite literally creates conversation with our readers—about everything from food to fashion, travel to technology, culture and more. The continued success of our brands is due to an understanding of the desires and interests of our readers, and thanks to dedicated teams of social-savvy editors, we are able to connect with them more than ever before. As we make these strides in digital media, we must work to integrate all aspects of each brand. We are confident at Condé Nast that the advances in digital media only adds to the quality and influence of our print magazines. We encourage you, as interns, to capitalize on the new media so relevant to your generation. As you complete your studies and work toward a career in publishing, my best advice is that you simultaneously integrate these new skills in to your professional capabilities while at the same time gaining an understanding of the entire editorial experience. In this industry, successfully combining digital innovations with tried-and-true tips from traditional publishing is a recipe for success. This is an exciting time to be in magazines. It is an exciting time to be at Condé Nast. A heartfelt thanks to each of you for your hard work this summer. We wish you the best of luck in the future!

Letter from the interns In the recent past, social media was something that kept our generation up late and led, at best, to a few wagged fingers. We’d like to think, though, that we were onto something. We see social media as a space for innovation. Social networks allow brands to reach a greater audience than ever before and tailor content to readers’ interests. In the 2012 issue of the Condé Nast Intern Magazine, we explore a few of the many ways social networking is forging connections—in areas ranging from haute couture to hot cuisine, to Olympic and presidential hopefuls. We’d like to extend a warm thanks to Condé Nast for providing us with countless resources for this magazine, and another to the interns whose dedicated effort brought it to life. We hope that our hard work and enthusiasm comes through as you read this summer’s edition. Can we get a retweet? Sincerely, Caitlin Brown, Editor-in-Chief Becky Bush, Publisher Hilary Fung, Creative Director 10

Left to right: Bush, Brown, Fung


Sincerely, Charles Townsend, CEO Robert Sauerberg, President





T h i n k Y o u n g / P l aY h a r d

D a i ly. W e e k ly. M o n t h ly. G l o b a l ly.



Connect like a

champ Tweet at this #TeamUSA fencer.


By Julian Caldwell

iles Chamley-Watson is, in many ways, your typical student. He’s in his early 20s, has one year left of college and, like many Condé Nast interns, took to social media earlier this year after locking down his summer plans. “Made the Olympic Games,” read the Twitter handle @MChamleyWatson on April 14. Okay, so maybe he‘s a bit different from the rest of us. Chamley-Watson, 22, is a fencer at Penn State. He was born in London, where he lived for nine years before coming to the United States. Chamley-Watson took off what would have been his senior year of college to train for fencing, and in April, he qualified

for his first Olympic Games. He keeps in touch with fans through Twitter and a Facebook fan page, which has garnered more than 3,200 supporters since April. “I post more intimate information on Facebook because I have a fan page, so my fans can really get to know the real me,” Chamley-Watson said. “I usually tweet funny stuff, like what I’m wearing or what other people are wearing.” He also used social networking to reveal his new tattoo: the Olympic rings on his left bicep. “From London to London,” the description reads. “The Olympics is the best accomplishment, so why not show it on my body?” Chamley-Watson said. “I love it and would never regret it, ever.”

status update: sports Chamley-Watson comments on past Facebook statuses about fencing.

People’s Choice Hot shot or old news? With social media, fans decide. T we


For Olympic swimmers Ryan Lochte (@ryanlochte) and Ricky Berens (@RickyBerens), social media provides a channel to thank fans for ongoing support.

T we



“Just came from playing with swords!” My first time ever fencing was when I was 9 years old. My first time winning a match was about a year into my sport, and the person I beat for the gold had been fencing for three and a half years. I will never forget the look on his face when he lost to a little loudmouth boy from London.

“Taking the year off to pursue my dream.” I had to decide: Do I want to have an amazing senior year with all of my teammates, boys and classmates, or do I want to do what only .001 percent of the world gets to do, which is become an Olympic gold medalist? I have the mentality not just of qualifying, but also of winning the gold medal.

But for some seasoned athletes like Knicks player J.R. Smith (@TheRealJRSmith), these connections can turn dark and ugly—and fast. At the height of his negative reception, Smith began to question on social media outlets whether he’d be in New York for the next NBA season. —Maria Acabado 13






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find us at

Hoodie allen

A hip-hop artist tweets and tells.


Cracking the code Blogger Ben Kling knows the secret to Internet success. By Samantha Dupler BEN KLING IS AN ANIMATOR. And an

illustrator, Web designer, writer and musician. But above all, Ben Kling is a master of social media who knows the seemingly simple secret to self-promotion on the Internet. With a website, Tumblr and Twitter feed, his content ranges from a set of nerdy-cool Valentine’s Day cards to introspective essays on gender and sexism. “One of the reasons that things go viral is that they really reflect something about the person reposting them,” Kling said. “To repost it is to acquire it and co-opt it and make it a part of your personality.” He understands the key for getting content seen and spread: “Find an idea that could appeal to people and package it in a way that would make them want to share it.” It seems like a simple enough formula that pays off in followers and fame—Kling landed jobs at comedy website College

Humor and animation powerhouse Frederator. He was even approached for modeling work by Urban Outfitters. On a multimedia social blogging site like Tumblr, users share content of virtually any kind with absolutely no limit on the number of people they can reach. Justin Bieber’s career launched from amateur YouTube clips, and many up-and-coming artists have followed suit. “It’s great that those kinds of creative channels are more accessible to everyone,” Kling said. “Before that, a lot of arts- and media-related jobs and opportunities were limited to a certain economic class and people who lived in certain regions.” Social media has eliminated these geographical boundaries on creativity. Users like Kling, who crack the code to going viral without infecting their own content, find themselves at the top.

How do you use different social media platforms to interact with your fans? I use Twitter to let people really get to know me. It’s very unfiltered—whatever is in my head I’ll say. With Facebook it’s more important to just give relevant info and updates. Which form of social media do your fans prefer? I think Twitter is just so easy, and people are more used to tweeting at their favorite artist than writing on a Facebook fan page. There is a greater expectation of response, but I make sure to write back to everyone, everywhere. How have music blogs influenced your career? Music blogs were my first platform for reaching a new audience of fans. I use blogs as a fan of music and as an artist. It’s important to build relationships with the people who run the blogs you like. What are your favorite blogs? Sunset in the Rearview, This Song Is Sick, HypeTrak, Good Music All Day, Mostly Junk Food and hundreds more who support me. —Jordan Muto 15

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Social media pays off at Condé Nast. By Stanley Kay, Jessica Stallone and Veronica Wohschlaeger



sk Stephanie Miller how she managed to get into the social media business at just the right time, and you’ll come away admiring either her good fortune or her excellent foresight. “Early on, I really saw a huge opportunity specifically for content publishers, like magazines,” said Miller, Social Media Editor at SELF. Developing an interest in social media 10 years ago would be like developing an interest in flight just before the Wright brothers took off in 1903. It’s that big— especially for media companies, many of which have struggled in the age of the Internet. And publications are responding by hiring people like Miller. “It’s just now that magazines are really starting to embrace the role of a social media editor,” she said. Publications are still figuring out how, exactly, to monetize social media. Some are creating real-time ads or advertising directly on social media platforms. Sites like Facebook and Twitter also often count for a big percentage of referrals for online publications, and greater traffic means greater revenue. “Increase community size to drive increased engagement and drive referral traffic, and monetize that in terms of advertising revenue,” explained Raman Kia, Executive Director of Integrated Strategy, CN Media Group. “Social media will help with brand extension, because there is a viable, engaged community,” said Fuaud Yasin, Integrated Media Director at Architectural Digest. “As long as there are people who follow us on Facebook or tweet about our content, it helps promote our brand.” Social networks are experiencing a phenomenon known as “the network effect,” which occurs when the value of a product is dependent on the number of people using it. These platforms decrease the marginal cost of reaching readers, as subscribing is essentially free for both producer and consumer. Social media has an important impact on traditional magazine profits. Users feel more engaged with the publications and are consequently more willing to give time and money to be a part of the brand.

Kia is helping to develop the “Intent to Consume Economy” initiative for Condé Nast brands, based on the idea that user habits have not changed even though technology has advanced. Kia identifies how to use new technology to engage the same types of behavior. Social media is just one part of Kia’s philosophy, but its importance in reaching an audience is growing. “It has gone from, ‘It’s a new fad and should we participate in it?’ to, ‘This is going to be an important part of our digital strategy, how do we participate?’” Kia said. Alexa Cassanos, Senior Director of Public Relations at The New Yorker, oversees the magazine’s social media. “We have an incredibly engaged audience on Facebook and the other platforms, and these are people who want to get New Yorker content,” Cassanos said. Connecting with readers through social networks, magazines are able to tailor ads to targeted audiences and drive more magazine purchases. And although social media is important, Cassanos cautioned that it loses its impact without a good product supporting it. “To me, it’s all about the content,” she said. “That’s why our social programs are so successful.” 17





P r i c e l e s s N Y. c o m







Commandments of Social Media

Tweets & murmurs Connections fail at a media mixer. By Cordelia Newbury and Lexi Preiser I mutter to myself as I try to smooth out a particularly nasty crease in my paper jacket. I only agreed to go at the urging of a friend on my shelf, who said he met a beautiful new app just last week at one of these events. As much as I’ve always considered speed dating to be beneath me, I’ll be honest with you— my pages haven’t been turned in quite some time. I probably should dig up one of my old covers, but I haven’t seen it in years and am already running late. A quick dusting will have to suffice for tonight. I look around the room and instantly feel out of place. Websites and tablets are mingling in one corner, while the apps stick close to themselves. I spy one particularly attractive fitness app, and I give her my best wink from across the room. She turns to her friends and starts laughing. Great start. Soon, a young DJ named



YouTube takes the stage. “All right everyone, take your name tag and your seat. Whenever I start playing ‘Boyfriend’ by Justin Bieber, switch partners.” Reluctantly, I take my seat. My name tag says, “Novel.” Novel? That just makes me sound so…old. My first partner takes the seat across from me. She is a slim, metallic eReader that I’ve never seen before. “Oh, I’m actually a Nook. Wow, you look just like my dad!” Next, please. My next guest is beautiful, at least in her pictures, but I could tell from her favorite quotes that we wouldn’t get along. Facebook spends our five minutes together scrolling over her newsfeed. I silently correct the grammar of the signs posted in this pathetic gymnasium. On to Twitter. “So I bet you know that I do live updates all the time—I pretty much know where all the hot parties are and who is

going and what they are w…” “Sorry, what was that last bit?” “Oh, I can only use 140 characters, including spaces, so sorry if I just stop! Anyway, as I was saying, if we go on a date again I’ll totall…” I can’t keep my eyes off the next one. She is gorgeous, glossy, premium stock and full of diverse content. She is a classic lifestyle magazine. “Hey there,” she coos casually. “You must be feeling kind of outdated, too? Well, that new media will fade away, but us? We’re real.” Her confidence and poise are incredibly attractive. We talk past the switch— about culture, politics, satire. Two more Bieber verses come and go, and I fall more in love. “You want to get out of here?” I ask nervously. “Yeah,” she agrees, “I know this great coffee shop where there’s no reception or 3G. They’ll never be able to find us there.”

1. Thou shalt not accept friend requests from random strangers. 2. Thou shalt control the overwhelming desire to update thy status every five minutes. 3. Thou shalt refrain from mirror shots and duck lips. 4. Thou shalt untag and/or delete content that alerts employers of thy potential un-employability. 5. Thou shalt honor friend requests from thy father and mother, albeit begrudgingly. 6. Thou shalt master complicated privacy settings, to preserve thy favorable standing with aforementioned parties. 7. Thou shalt not fight online. When in doubt, always X-out. 8. Thou shalt not use online lingo in real life (including, but not limited to, LOL, IDK and NMU). 9. Thou shalt not forward chain emails, nor send videos of kittens. 10. Thou shalt not forget that there is still an exciting world outside at thy disposal. Sign out! —Maria Acabado



IN checks in with Chris Anderson of WIRED and Lucy Danziger of SELF. By Caitlin Brown



a website that draws 4 million unique visitors each month, SELF Editor-in-Chief Lucy Danziger has clearly tapped into


the social system. IN catches up with Danziger and Anderson, who speak with us about connecting with readers through Facebook, Twitter and more. How do you plan to reach a younger audience at SELF? DANZIGER: Part of what we’re doing is creating more of a dialogue between the user and the editors. In the old model of a magazine, the editor oversaw a waterfall effect from the editors’ vision to the users or readers. Now, what I really enjoy is this open-loop dialogue through digital and social platforms. Yes, I’m talking to users and readers, but they’re talking to me, too—whether it’s on Facebook or Twitter or Pinterest. We can understand what people want more of and be much quicker to create content that satisfies that desire. A magazine used to be a monthly. Now it’s not just a daily—it’s an hourly. How do you integrate the online and print sides of the magazine? LD: We involve all the editors in the social


hris Anderson, the tech guru of magazine editors, has a little secret to share about social media: The idea is nothing new. “Dunbar’s number is an anthropologically calculated number of a person’s natural network of friends, normally 150,” he says. “It goes all the way back to prehistoric African villages, so those ‘social networks’ used to be called villages or families or tribes.” Today, the editor-in-chief of WIRED explains, social media allows us to engage with a number of different “tribes” based on our personal interests. “Interestingly,” Anderson says, “with social media, we can now know a few more people—maybe 250—but it still reflects some kind of fundamental wiring. The social part of social media is defined by real, personal connections.” Sustaining real friendships on Facebook and Twitter may be innate, but capitalizing on social media outlets to engage with an audience takes more than a few clever retweets. Overseeing

and digital thought process, and then we allow for that to circle back so our digital editors are explaining to our magazine editors, “Here’s what I’m tweeting today” or “Here’s what we’re posting today.” It’s energizing, because every editor sees what’s going on in the world at large and says, “I want my story talked about or tweeted about”—or posted about or commented on. The way to do that is to frontload the machine. What’s new with social media at SELF? LD: We started social dieting with Drop 10 on Facebook, which was really fun. Whether it’s a group of bridesmaids or people who work together or roommates, they can get together and say, “Let’s do this as a fun project together and not make dieting a solo, sad, uphill battle.” We decided to roll out that same concept for fitness. We’re working with women to make their lives and the infrastructure of their lives easier and healthier so they don’t feel like it’s a “have to” but feel like it’s a “want to.”


As editor of a magazine with a largely female readership, do you think women use social media differently than men? LD: I don’t know how men use it, but I know that women use it very much to stay in touch with what their friends are doing and thinking throughout the day. There’s a lot that SELF can do to enter that dialogue and help direct some of that thinking in a way that we feel is healthy and beneficial to the user. Who does social media well? LD: So many people. Some magazines just naturally have a penchant for that. Obviously, WIRED—its readers and users are influencers and way out ahead of the curve. In this building, I think Glamour does it well, and Vanity Fair too. None of us could have anticipated how important social media was going to be to publishing a couple years ago. You’re paying all your attention over here at Foursquare, and all of a sudden, boom, Pinterest pops up. Great content is repeatable —you’re dying to share it. And that’s what social media is. It’s viral. And if we can figure out how to create that, and then have people tweeting and sharing and coming back to for more information, then we’re onto something.

we still don’t know anything. You’ve got to have a culture and an appetite for experimentation, be willing to launch early and often, be able to measure what’s working, build on the successes, kill the failures, don’t feel too bad about what doesn’t work and quickly move on. As digital expands even more, will there be space for print? CA: Yeah. I think the best analogy is to books. Today you have a choice of digital or print for pretty much any book you want —why would someone pick print? Everybody has their own reasons—they love the tactile qualities, they want to give it as a gift, they want to display it on a shelf, they feel that an artifact has superior production quality, maybe they just like the cover. I think magazines will behave the same way. They’ll have different audiences—the digital EVERYTHING IS CHANGING FAST... one will be able to FOR COMPANIES, THE SOLUTION offer multimedia and IS EXPERIMENTATION. BUT I WOULD interactivity and, IMAGINE THE SAME IS TRUE FOR PEOPLE. obviously, portability. —CHRIS ANDERSON You can imagine a How has social media evolved during your day when print has to differentiate itself time at WIRED, and what’s next? —maybe increase the production quality, ANDERSON: We’ve gotten more focused get better paper and really become more and deliberate in our approach to what we of an artifact. now understand as social media. The process was two parts. The first was underDoes social media fit the long tail model? standing which platforms to use and what CA: The long-tail model is the alternative each of them was good at—the way you to mass markets and mass media—the use Twitter is different from the way you blockbusters that could suit everybody. use Facebook is different from the way But on the Internet, there’s room for you use Tumblr. The second challenge blockbusters and also for individuality was to ensure that people realize that this and for things that are focused on a small is part of their job. Training and coaching number of people. As we move away from and evangelizing internally about how to the one-size-fits-all, mass-culture model use these things was one internal marketinto one where individual expression is ing technique, if you will, that has proven treasured and encouraged, social media very effective. It has basically doubled our becomes a great place for communities of engagement over the last year as a result. interest to spontaneously form and grow. Broadly, we’re moving from WIRED being the monolithic brand to more of our indiAny advice for interns? vidual verticals or sections having their CA: This is a world where everything is own social media. changing fast—where we have infinite choices, but it’s increasingly unclear what Is social media in an immature phase? the right choices are because the ground CA: I predicted too much about these shifts so quickly underneath us. For things, because a) I’m always wrong, and companies, the solution is experimentab) it’s best to try things and see how they tion, but I would imagine the same is true go. To say it’s immature—that’s the Web. for people. Think of the internship as an It’s always immature; it’s always a work experiment in seeing how something feels in progress. In some ways we’ve made to you, how it fits, whether it inspires and incredible advances, and in some ways thrills and makes you happy. 21


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Candidates and voters are using social media to influence the 2012 presidential elections.



By Melissa Goldberg, Stanley Kay, Laura Kaye and Leora Yashari

hen former Vermont governor Howard Dean ran for president, he transformed politics. And he didn’t even make it out of the Democratic primary. Political junkies might remember the 2004 Dean campaign for the infamous “Dean scream,” but the greatest legacy of the ill-fated presidential campaign is probably its social media endeavors. The campaign used blogs and social networking sites to connect with voters and to create more of a community among Dean supporters nationwide. “It really defined the Dean campaign, if you go back and look at the coverage,” says Ryan Lizza, The New Yorker’s Washington correspondent. “Its embrace of the Internet is probably what it will be remembered for historically.” Fast-forward eight years and social media has infiltrated every aspect of politics, especially the 2012 presidential

race. Candidates and politicos use various platforms to spread their message and mobilize voters. The public now has greater access to candidates, with traditional barriers broken down in favor of direct communication, such as Twitter repartee and, notably, President Barack Obama’s Google+hangouts. At the same time, social media has also had some adverse effects on politics. Lizza notes that he has difficulty getting sources to speak on the record, because social media and the 24-hour media cycle have contributed to a culture of “gotcha” journalism in politics, and in this campaign in particular. Positives and negatives aside, the last four—and even eight—years have seen social media’s rise as a major political force. On the morning of the 2009 inauguration, President Obama’s official Twitter handle

(@BarackObama) boasted 140,000 Twitter followers. Four years later, @BarackObama has more than 121 times as great a following, at nearly 17 million. Obama, however, isn’t the first president to capitalize on developments in communication to better reach his public. Franklin D. Roosevelt connected with Americans in the 1930s via radio during his “Fireside Chats.” In 1960, John F. Kennedy took advantage of his charm in the first-ever televised debate against Richard Nixon. Though the 2008 election marked the beginning of social media’s influence on politics, the 2012 race represents technology’s full stride into the political arena. “Social media sites like Facebook, Twitter, Pinterest, etc., will absolutely be used to connect with voters who may not be informed or interested in the election,” writes Callie Schweitzer, Deputy Publisher of Talking Points Memo, in an email. TPM 23

is a blog that has gained influence for its political journalism. “As we get closer to the election, it will be impossible for people to avoid election news, no matter which social network they’re on,” Schweitzer says. According to the Pew Research Center, just over a quarter of all adults received most of their election news online in 2008. In 2012, Pew expects that 82 percent will fall into this category. Recognizing the increasingly significant role of social media in the upcoming election, the campaign teams of both Obama and former Massachusetts governor Mitt Romney have developed innovative strategies for employing it. In January, Obama conducted a virtual town hall meeting from the Oval Office, answering questions from YouTube users. In April, the Republican National Committee designated Google as the official “social platform” for its Tampa convention: It plans to live-stream all speeches from the convention as well as conduct Google+ “hangouts” between convention personnel and voters nationwide. Both parties hope these personal interactions will mobilize voters come November. While Gideon Porter, who worked on the 2008 Obama campaign, believes nothing will replace face-to-face campaigning, he agrees that social media

has almost 194 million. Obama’s Facebook page wields more than 27 million likes; Romney’s has just over 2 million. Romney’s count of 600,000 Twitter followers pales in comparison to Obama’s nearly 17 million. Even though the same study reports that more liberals use social media than conservatives—74 percent of liberals compared to 60 percent of conservatives — Obama’s large lead is not due to demographics alone. “It doesn’t matter what Obama’s lead is on Twitter,” Lizza says. “It’s not really correlated with anything. The polls show a pretty close race. It just means he’s much more famous right now.” Obama’s massive social media presence stems not only from his early efforts in 2008 and his occupancy of the Oval Office, but also from his celebrity status. Lizza doubts that Romney has the same potential, simply because Obama’s election was such a historic moment. Social media will continue to play a pivotal role in the 2012 electoral process. This technology, however, could have negative consequences for future candidates, with muckrakers and smear campaigns reaping the benefits of politicians’ private lives gone public. “Twenty years from now, it’ll be a lot easier to dig up information on candidates because they’ve had social accounts for most of their lives,” Schweitzer says. “But the substantial issues of what makes a great president will remain, and that’s what most people will base their vote on.” With both government and media extremely polarized, the issues associated with social media in politics won’t go away in 2012, and probably not in the foreseeable future. If this year’s campaign is any indication, the culture of “gotcha” journalism and nonstop political coverage are here to stay. “There’s always a danger in saying there was a golden era when things were much better,” Lizza says. “But it does seem to be much, much worse.”

“Twenty years from now, it’ll be a lot easier to dig up information on candidates because they’ve had social accounts for most of their lives.”



is “a way to connect with candidates we don’t have the opportunity to see.” He adds that 86 percent of online users between the ages of 18 and 29 have social media accounts, the largest of any age group. “The Internet has over the years proven to be the most accessible platform on a national and global level,” Porter says. Young voters are not only the largest presence on sites like Facebook and Twitter, they are also most likely to expect candidates to have an active presence in their social media universe. According to a study by Mashable, 69 percent of those age 18 to 34 expect candidates to have social media pages. Now, more than 50 percent of those 35 and older hold the same expectation. “The newest generation of voters should be extremely receptive to social media, because it’s deeply ingrained in the ‘language’ they speak,” Schweitzer says. “It’s the best way to reach them.” Though the candidates are neck-andneck in current polls, Obama is winning the social media contest by a landslide. Romney has just more than 9 million views on his YouTube page, while Obama


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efore the rise of social media, a rave review in the New York Times or a friend’s praise would inspire a frantic call for a reservation at the new “it” restaurant. Limited knowledge of the actual dining experience led to many trials and errors. Today, however, social networking platforms like Foursquare and Twitter allow the world to share unlimited culinary experiences, multiplying that single foodie friend by millions.

for food

Social media is shaping the restaurant industry in unexpected ways. By Nora Landis-Shack, Jessica Olenik and Emma Ward

FOOD-STAGRAMMING Instagram is everywhere these days, but it has found its calling in the food scene. Check out some of the scrumptious snapshots our interns took with their smartphones and tablets. —Nora Landis-Shack 26

Homemade egg and avocado combination

Burger, fries and custard from Shake Shack

Toasted marshmallow milkshake from Stand


A new recipe

“Social media is about quantity,” says Carla Music, Features Editor at Bon Appétit. “If you have something to sell, then social media works in your favor.” Adam Kidron, owner of midtown burger joint 4Food, sees social media as a way to let his customers in on the nature of his business. “We are able to cast a wider net,” Kidron says, “generating interest in our brand by digital word of mouth.” While foodies everywhere have declared social media the saving grace of fine dining, chefs and restaurant owners offer mixed reviews. Internet publicity can be less than savory, the dreaded negative online review proving disastrous for a new business. But for chefs and restaurateurs who do it right, social media opens a world of opportunity. Having the ability to connect to customers online creates a unique and sometimes deeply personal relationship between chef and fan. Some chefs post videos on hosting sites like Vimeo to offer a glimpse into the creation of a signature dish, while others directly respond to


customer tweets and Facebook posts. Equally important are the customers who have yet to be acquired. It’s impossible to connect to the food scene today without also connecting to Instagram, Tumblr and Pinterest, or sites like Yelp, OpenTable and Urbanspoon. In other words: Deny social media, and you’re in a foodie wasteland, confined to the three good restaurants in your neighborhood and missing out on the constantly shifting food scene of New York. “It’s about keeping up with the scene,” says Andrew Knowlton, Restaurant and Drinks Editor at Bon Appétit. “A story doesn’t come from Twitter or Instagram, but if we’re writing a story on a specific location, following a chef [on Twitter] who’s traveled there can help to connect with the piece. I follow people whose opinions I trust.” Interns at Condé Nast already understand what social networking sites can do for this generation. Young people can present themselves to the professional world and make a name for themselves online. In the same way people constantly update Facebook pictures and monitor how many likes they get on blog posts, restaurants and food trucks must be alert, engaged and interesting enough to build a base of followers. Special Events Intern Ali Cooper spent part of her summer researching the relationship between Bon Appétit’s Grub Crawl events and geographical differences in online publicity. Each Grub Crawl includes approximately 15 different venues, all displaying the best cuisine they have to offer. Another event, Vegas Uncork’d, takes place every spring and features more than 40 chefs showcasing their finest culinary goods at the hottest resorts in the city. Cooper comments on “how deeply the chefs themselves were involved in promoting the event.” For example, famed French chef François Payard “personally

tweeted pictures of himself and his chef buddies at the event,” garnering plenty of online hoopla. Fans and chefs live-tweeted from Grub Crawls in Brooklyn and New Orleans, while Cooper, overseen by mentor Christy Guillermain, managed the @bagrubcrawl handle. “We received an incredible amount of press from happy fans and guests in New Orleans,” Cooper says, and while the response in Brooklyn was less enthusiastic than one would expect (Instagram and Twitter accounts are practically requirements to live in the “hippest” of NYC boroughs), the “overwhelming online feedback” in response to the events demonstrates the importance of the online community for staying upto-date on the food scene. Foodies also turn to sites like Serious Eats, a collection of reviews, recipes and food news written by nearly one hundred contributors. Max Falkowitz, Editor of Serious Eats: New York, lauds the convenience of the new online landscape: “It has never been easier to find exactly what you want to eat, when you want it, with very little preparation—and have a decent sense of what you might get.” The editor stresses a healthy relationship between blogger and audience: “In the end, no matter how good our writing is and how considered our recommendations may be, it’s up to those readers, and the bond they share with us, to spread them like wildfire.” Food is so personal and social media so infectious that despite potential drawbacks, the two seem inherently suited for one another. Combining the two can open up an entirely new level of communication and publicity not only for restaurants, but for food publications, blogs and magazines. Social media makes it easy to discover countless new food trends out there. We certainly don’t mind being along for the ride.

Our go-to drinks What’s the latest trend you’ll be reading about on Grub Street? Social media inspired cocktails. Our favorites are the Sweet Tweet and the Sip Advisor. Both from, they can be made without alcohol for a sweet treat anytime. Sweet Tweet 1 oz peach nectar ½ oz lime juice ½ oz cherry syrup 1¼ ¼ oz Bacardi ¼ oz Galliano Combine ingredients in small cocktail shaker with ice. Shake very well and serve in a chilled martini glass. If making without alcohol, mix the first three ingredients with a splash of tonic water or seltzer. Sip Advisor Muddled strawberries and basil leaves 1 ½ oz Milagro Silver (or any tequila) 1 oz fresh lemon juice 1 oz simple syrup (equal parts water and sugar) Muddle 2 to 3 strawberries and 8 basil leaves in cocktail shaker with the simple syrup. Add tequila and lemon juice. Add ice, then shake and strain onto fresh ice. If making without alcohol, leave out tequila and substitute a splash of tonic water. —Nora Landis-Shack



On him: Sunglasses: Ray-Ban Jacket, t-shirt, pants: Onassis Watch: Nixon Shoes: Clae



On her: Vest: The Eternal Black tank: Model’s own Necklace: J.Crew Skirt: Theory Spiked bracelet: Forever 21 Chain bracelet: J.Crew Watch: Nixon Wedges: Steve Madden

We love fashion blogs for countless reasons: They democratize fashion, encourage creativity and, above all, serve as endless wardrobe inspiration. That’s because “blogger style” isn’t predictable or conventional; it’s about personal style, which is unique to each of us. Mixing textures, playing with prints and piling on jewelry are just a few hallmarks of the “blogger” look, but really, there are no rules. Check out these photos, where we styled intern models Justin Brasington and Alison Wild, for inspiration. Then read on for words of wisdom from established bloggers Leandra Medine and John Jannuzzi. —Emily Farra

Blogging in style Where would The Man Repeller be without social media? By Ali Cooper and Lexi Preiser Photography by Lyle Hawthorne t the intersection of fashion and social media stands one very funny, very talented style blogger. Leandra Medine, better known by her blog, The Man Repeller, has become a powerhouse for excellent writing, unique style and lighthearted reviews. In September 2011 Adweek named Medine one of fashion’s “Power 25,” and earlier that year Signature 9 called her blog one of the 99 Most Influential Fashion Blogs in the World. The Man Repeller has led its author to the front rows of major fashion shows and collaborations with designers such as Dannijo, Michael Kors and BaubleBar. IN speaks with Medine (fresh from her honeymoon!) in an exclusive interview.

When did you start blogging? Leandra Medine: I started the blog in April 2010 and didn’t even imagine it would continue past May 2010. How has social media contributed to your blog’s success? LM: As important as it is to have a unique point of view and engaging content, social media was the door that I needed in order to be granted the opportunity to even attempt to walk through it. Without social media, there’s no site. Do you see your blog as an end or as a means to an end, in terms of your career? LM: It’s hard to say whether or not I will stay in the “blog world” because the “blog world” isn’t really a world. It’s sort of a place that we are in the

process of creating. No one really knows where things will go, and I think that’s half the beauty. That said, do I want to stay in a digital space creating my own content? Yes. You are a huge presence on Instagram. What are the benefits of Instagram in terms of promoting yourself and your blog? LM: I started using Instagram about two weeks after it launched, which I think probably speaks to the number of followers I’ve been able to acquire [Editor’s note: 124,279, to be exact]. Instagram is an amazing instrument because it is an unedited and unfiltered—pun definitely intended—genuine look into the lives of people. There’s no sponsorship opportunity on the app—you can’t outsource links, and so as it stands 29

Fashion now, it’s the most authentic medium through which people can consume information. Do you think social media has changed the fashion world? LM: It has democratized fashion and given a chance to girls who previously may not have had the unique opportunity to make their voice heard and, in some cases, celebrated. You are always tweeting at fashion designers, models and other professionals in the industry. How has social media influenced your personal and professional relationships? LM: Social media has done nothing conducive for my personal relationships! In terms of business relationships, though—offering the simple accessibility of being able to say something to someone and have them hear it is a very special thing. Most of the fancy people I have grown to call friends are relationships that started on the Internet. Would your career be different without social media? LM: There would be no blogging if there were no social media—they work hand in hand the same way

On her: Floral top: Love Label Leather skirt: Theory Sunglasses: Model’s own Watch: Nixon Bag: Target On him, far right: Shoes: Clae Watch: Nixon Belt: American Eagle Vest, henley, pants, bag: Onassis


Vest: IRO Swimsuit: Lacoste Shorts: Model's own

On her: Dress: Camilla & Marc Sunglasses, spiked cuff: Forever 21 Spiked bracelet: Forever 21 Heels: Nine West Belt: Old Navy Clutch: Urban Expressions On him: Sunglasses: Ray-Ban Blazer, shirt, belt, shorts, bag: Onassis Tie: J. Crew Shoes: Banana Republic



Textbook Tips from

John Jannuzzi This Lucky editor and social media savant will crack you up in style on Twitter and Tumblr.

On him: Blazer, shirt, tie, belt, pants: Onassis Watch: R899 by Sekonda Shoes: Banana Republic

paper and print publications do. I’d probably be compiling this magazine with you or be in the closet organizing shoes. It seems like everyone wants to be a style blogger these days. How do you distinguish yourself as a leader in fashion? LM: I don’t refrain from saying what’s on my mind, and I make sure my voice always sounds authentic—true to my aesthetic. The actual writing is more important than most fashion bloggers realize. How do you approach your relationships with fans? LM: I always try to respond to 32

comments on Twitter and Instagram—it gets hard sometimes, because you don’t want to clog people’s feeds, but it’s important to keep that line of communication open without divulging too much. Many people now turn to blogs like yours for their fashion fix, rather than traditional sources like magazines. What is the future of fashion magazines? LM: The fashion magazine will always exist. There is no industry without it. But the way in which it is delivered and subsequently consumed will change. I can’t speak to what the future will hold, but I hope I am a part of it.

Instead of outfit posts or street-style photographs on his blog, John Jannuzzi riffs on how famous historical figures might dress today. He carefully selects runway images and adds a bit of humor, explaining which designers and trends Holden Caulfield or Joan of Arc might favor—like a Billy Reid overcoat or Balmain medievalprint blouse. One day he’s transforming Lady Macbeth into a modern-day fashion icon wearing a Valentino cape and Dolce & Gabbana shoes; the next, he’s educating us on the most stylish mythological figures. (His vote is for Frejya, the Norse goddess of love, beauty and war, who would totally wear Carven and Altuzarra.) “If a blog does something new and different and does it well, people will pay attention,” Jannuzzi says. “Just make sure that whatever you put out there is your best and unique.” Jannuzzi is responsible for Lucky’s popular—and hilarious—Twitter handle (@LuckyMag), and his personal account (@JohnJannuzzi) has more than 18,000 followers. From there, he tweets about anything and everything—including his own Tumblr, Textbook. “Self-promotion is tough and doesn’t come naturally to everybody,” he says. “After you’ve built up your content, reach out to people and ask questions. Seek out feedback.” Then maybe you’ll get nearly 20,000 followers, too. And it won’t cost you a dime. This ease of distribution makes fashion blogging a truly powerful force. “Everybody can have a voice now,” Jannuzzi says. “Whatever makes fashion more accessible is good for our industry.” What once felt like a cold, out-of-reach dictatorship ruled by the chic white glove of Karl Lagerfeld is now a peaceful and democratic collaboration. —Jonathan Borge and Emily Farra

Mutual friends A

t orientation this June, every intern shared an interesting personal fact with the 89 strangers in the room. As we disclosed everything from strange habits to celebrity connections, it became apparent that we formed quite the eclectic group of young talent. On the one hand, the intern photo shoot reflects the traits that make us unique, like Kirkland Back’s copy of Pride and Prejudice and Julian Caldwell’s basketball. At the same time, it shows how we’re linked—sometimes in unexpected ways, but certainly reflective of the Condé Nast brands.

Michelle Neider: “I brought a Russian doll with me to the photo shoot because I collect them and it represents my Russian heritage.”

By Diana Barnes, Caitlin Brown, Hilary Fung and Lyle Hawthorne Photography by Josephine Schiele

Check out Rachel Effendy’s photos at

BACK ROW: Charlotte Pultz (Brides), Alison Gluck (CN Media Group), Rebecca Ross (CN Media Group), Michelle Neider (Consumer Marketing), Rashmi Balasubramanian (Consumer Marketing), Jessica Stallone (Architectural Digest), Rebecca Santiago (Glamour), Melissa Goldberg (VOGUE); FRONT: Chien Dinh (Technology), Julian Caldwell (WIRED), Elizabeth McLarty (Finance), Rachel Effendy (Interactive Product Group)


Emily Farra runs a fashion blog at

Mia Swift: “My grande dark roast helps me power through my day, although I wish hot chocolate had the same effect!”

Hayley Welke went to Greens Farm Academy with Lexi Preiser.

Lexi Preiser went to St. Barts, where she became friends with another hotel guest, Jordan Muto.

Louisa Holmberg’s brother went abroad to London with Katie Hagerty.

BACK ROW: Anna Siegel (CN Media Group), Gregory Bel (Golf Digest), Louisa Holmberg (Footwear News), Katie Hagerty (Footwear News); MIDDLE: Hayley Welke (Allure), Hilary Fung (CN Media Group), Emily Farra (, Lexi Preiser (Condé Nast Traveler), Jordan Muto (Condé Nast Traveler); FRONT: Mia Swift (Fairchild Fashion Media), Christina Quinn (Consumer Business Development), Alison Wild (Teen Vogue), Ana Viyella (CN Media Group)


Nora Landis-Shack and Sarah Yalowitz’s dads were college roommates.

Veronica Wohlschlaeger: “This was my younger brother’s Boy Scout hat. He passed away in 2005. Even though it’s been so long, I still feel his presence every day, everywhere.”

Ellen Toobin’s friend taught Diana Barnes to tap dance at summer camp.

Timothy Murray: “My personal style revolves a lot around golf, but more importantly being comfortable enough to tough out the oneand-a-half-hour commute.”

Nora Landis-Shack is a fan of comedians Jake and Amir; Jake’s younger brother went to Nantucket with Diana Barnes.

Sarah Siegel: “I love all parody Twitter accounts and am currently discovering my newfound love for Instagram. Follow me @sarahsiegs!”

BACK ROW: Anne Latini (Women’s Wear Daily), Annabel Lyon (Fairchild Fashion Media), Ellen Toobin (WIRED), Timothy Murray (Golf Digest), Nora Landis-Shack (Bon Appétit), Diana Barnes (Bon Appétit), Lesley Thulin (Brides), Cordelia Newbury (CN Media Group); MIDDLE: Jessica Olenik (Bon Appétit), Emma Hunsinger (Condé Nast Traveler), Saraid Donnelly (CN Media Group), Sarah Siegel (SELF); FRONT: Veronica Wohlschlaeger (SELF), Becky Bush (Consumer Marketing), Sarah Yalowitz (Architectural Digest), Alexis Parente (Teen Vogue)


Emma Ward: “I’m addicted to my iPad because I can keep hundreds of books and magazines literally at the touch of a button. It’s much easier to carry around than a whole library!”

Stanley Kay tweets about sports, news and more @citizen_kay.

Erica Petri’s best friend from home is an accounting major at Southern Methodist University with Mallory Presutti. Erica Petri and Sarah Davidson attended a summer journalism program at Northwestern called Cherubs.

Stanley Kay and Leora Yashari attended Cherubs the following year.

Christina Ferraro: “Go a day without my iPhone? I’d rather diagram sentences.”

BACK ROW: Emma Ward (Women’s Wear Daily), William Falk-Wallace (Technology), Erica Petri (Lucky), Sarah Davidson (Bon Appétit), Leora Yashari (Vanity Fair), Meredith Bragg (Golf Digest); MIDDLE: Jonathan Borge (Condé Nast Traveler), Berggitte Maeser (Fairchild Fashion Media), Stanley Kay (Details), Justin Brasington (Details), Mallory Presutti (Lucky); FRONT: Samara Grossman (VOGUE), Sheryl Markovits (Allure), Christina Ferraro (Women’s Wear Daily), Helen Driftmier (Consumer Business Development), Yan Manelis (Technology)


Ali Robertson: “This skirt, which I bought for $9 at a vintage store in Orlando, is one of my favorite pieces. The bright color and cut define my style perfectly—classic with a little bit of pop!” Alexa Trearchis’s sister goes to Penn State with Ryan McNamara.

Melissa Urfirer: “I chose to bring a camera because I love how photographs immortalize a moment, and with an oldfashioned disposable camera there is no delete button and no going back!”

One of Melissa Urfirer’s friends at the University of Pennsylvania went to elementary school with Madison Shove.

Laura Kaye’s freshman roommate was a co-managing design editor for The Michigan Daily in 2011 with Helen Lieblich.

BACK ROW: Jackie Pober (Executive Editorial), Melissa Urfirer (W), Ryan McNamara (Office Services), Madison Shove (SELF), Helen Lieblich (CN Media Group); MIDDLE: Alexa Trearchis (CN Media Group), Ali Robertson (SELF), Maria Acabado (Planning and Strategy), Laura Kaye (Bon Appétit); FRONT: Gabe Piacentini (GQ), Kaitlin Olson (Corporate Communications), Christine Silen (Golf World), Rosamund Johnson (The New Yorker), Nina Bolka (VOGUE)


Lyle Hawthorne has two blogs: and

Rachel Ostroff: “I live for the opportunity to immerse myself in foreign cultures, and my passport represents those treasured memories I’ll cherish forever.”

Alex Krinsky: “I’m from Sarasota, Florida, and love to relax on Siesta Key. White sand and sunsets over the Gulf never get old.”

Jenni Zellner attended Bard with a student who now attends Goucher with Lyle Hawthorne.

Haley Tucker and Keely Kuhn studied abroad at Lorenzo de’ Medici in Florence in the spring of 2012, but they never met.

BACK ROW: Rachel Ostroff (Human Resources), Katie Urban (Glamour), Libby Schutte (Vanity Fair), Jenni Zellner (Architectural Digest), Keely Kuhn (Footwear News), Cady Lang (Fairchild Fashion Media), Samantha Dupler (Lucky); MIDDLE: Caitlin Brown (SELF), Ali Cooper (Bon Appétit), Alex Krinsky (Editorial Assets and Rights); FRONT: Priyanka Thapar (Epicurious), Kirkland Back (W), Courtney Lindstrand (Teen Vogue), Lyle Hawthorne (Digital Studio), Haley Tucker (VOGUE); NOT PICTURED: Elizabeth Hayworth (VOGUE), Stephen Ippolito (Epicurious), Hunter Pawloff (Consumer Marketing)


See more photos at David Kaye (HR) poses with interns Rachel Effendy and Cady Lang at the photo shoot.

Interns Haley Tucker and Nina Bolka evaluate chips at a Bon Appétit event.

Behind the scenes Good food, smart speakers—it’s pretty cool being an intern at Condé Nast.

Interns chat before the photo shoot.

Which chip dips best? Interns find out at the Bon Appétit taste test.

Josephine Schiele (Digital Studio) shoots our group portraits.

Above: Intern Haley Tucker listens to speaker Monisha Brimfield (Consumer Marketing). Right: Interns Helen Lieblich and Jessica Olenik network with Kristie DiMassi (Planning and Strategy).


Intern Courtney Lindstrand prepares looks for the IN fashion shoot.


Intern Samantha Dupler styles our models.


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IN: The Condé Nast Intern Magazine  

Networking: The Social Media Issue | Summer 2012 |