Business of Home Podcast Summary: Jill Cohen on Remaking Luxe and the State of Design Media Today
Release Date: January 13, 2025
Host: Dennis Scully
Guest: Jill Cohen, Editor-in-Chief of Lux
1. Introduction
In this engaging episode of the Business of Home Podcast, host Dennis Scully sits down with Jill Cohen, the newly appointed Editor-in-Chief of Lux magazine. With a rich background as a publishing consultant and the driving force behind some of the interior design industry's best books, Jill has recently spearheaded a major redesign of Lux under Sandow Media's residential design title. The conversation delves into her vision for Lux, the challenges facing design media today, and her strategies for making the magazine both practical and aesthetically captivating.
2. Embarking on the Listening Tour
[02:15]
Jill Cohen emphasized the importance of understanding the diverse regions Lux covers by embarking on a comprehensive listening tour across the country. This initiative allowed her to connect with editorial teams, advertising partners, and local designers, ensuring that Lux's content resonated authentically with each area's unique vibe and economic landscape.
"It was the most valuable thing I could do because as I went to each region... I really wanted to meet the players."
— Jill Cohen [02:45]
She highlighted the dynamic stories shared by industry leaders, ranging from thriving businesses and new directions to pivotal shifts post-COVID, underscoring Lux's pivotal role as a connective tissue in the design ecosystem.
3. Redefining Lux: Design First Approach
[06:27]
Jill introduced her "Design First" philosophy, announcing that Lux would focus exclusively on design without diluting content with unrelated topics like jewelry or fashion.
"We're not dividing our content into stories on jewelry and fashion... It just isn't our focus."
— Jill Cohen [06:29]
This strategic shift aims to position Lux as a premier source for design professionals and enthusiasts alike, emphasizing quality and depth over breadth.
4. Feedback from the Design Community
[07:08]
When asked about feedback from editors and advertising partners, Jill succinctly responded that everyone desired "more attention."
"Everybody wants more attention. Everybody wants more visibility..."
— Jill Cohen [07:13]
She elaborated on Lux's responsibility to creatively showcase the skill and talent within the design industry, striving to create compelling stories and visually stunning content that keeps readers engaged and returning for more.
5. Balancing Aesthetics with Informative Content
[11:33]
Jill discussed the delicate balance between maintaining a visually appealing magazine and providing comprehensive information essential to the design community.
"I'm prioritizing the beauty... People aren't going to want to read our magazine unless the pages are just, you know, wow factors."
— Jill Cohen [11:33]
She explained efforts to streamline elements like the gold list, condensing its format while preserving its utility, and enhancing visual storytelling to compete with the fast-paced nature of platforms like Instagram.
6. Positioning Lux Within the Competitive Landscape
[32:24]
When addressing Lux's position among other leading design magazines, Jill asserted that Lux is a "design first" publication, offering a broad and inclusive perspective that transcends regional boundaries.
"We're so much broader... We're so much broader than just national magazines."
— Jill Cohen [35:13]
She contrasted Lux with competitors like Elle Decor and Architectural Digest, emphasizing Lux's dedication to being a central resource that caters comprehensively to the design industry's needs.
7. Navigating Social Media's Influence
[40:08]
The conversation shifted to the impact of social media on design professionals. Jill acknowledged the pressure designers face to maintain an active online presence, especially on platforms like Instagram, and how algorithm changes have affected their outreach and business.
"Designers felt enormous pressure... And then Instagram switched the algorithm and only shows you to a small pocket of people."
— Jill Cohen [41:49]
She highlighted Lux's role in providing a reliable and enduring platform for designers to showcase their work beyond the fleeting nature of social media.
8. The Enduring Value of Print Media
[58:11]
Jill advocated for the lasting significance of print media, particularly in the design realm. She contrasted the immersive and tangible experience of reading Lux with the transient and overwhelming nature of digital content.
"There's nothing like sitting and reading something physical and looking and being and experiencing."
— Jill Cohen [58:54]
She underscored how print offers selectivity and prestige, making feature inclusion an honor that adds value beyond digital publications.
9. Future Vision and Ongoing Evolution
[30:32]
Looking ahead, Jill articulated her vision for Lux to be the primary resource for the design industry, fostering a symbiotic relationship between designers, homeowners, and advertisers.
"My personal goal is to create the productivity through beautiful storytelling and visual, you know, eye candy..."
— Jill Cohen [30:32]
She expressed commitment to continuous improvement, likening Lux's evolution to renovating a house—meticulously refining every aspect to align with her overarching goal of making Lux indispensable to the design community.
10. Overcoming Publishing Challenges
[56:21]
The discussion touched upon the broader challenges within the publishing industry, such as paywalls and the shifting priorities of large publishing houses. Jill shared her determination to keep Lux accessible, resisting the trend of restricting content behind paywalls to preserve reader engagement.
"Please don't block us... Because it's also good."
— Jill Cohen [47:06]
She emphasized Lux's unique position under Sandow Media, which prioritizes the magazine's accessibility and its integral role within the home industry network.
11. Maintaining Exclusivity and Quality
[57:01]
Addressing the timeliness of publishing, Jill acknowledged the inherent delays in print media but reaffirmed the value of Lux's curated, high-quality content.
"Our competition is not that somebody is submitting to another magazine and deciding between us and them. My competition is, should they put it on Instagram tomorrow?"
— Jill Cohen [58:54]
She detailed rigorous vetting processes to ensure that only the most exceptional projects are featured, maintaining Lux's reputation as a benchmark for excellence in design media.
12. Conclusion
In wrapping up the conversation, Jill Cohen reiterated her commitment to elevating Lux as a cornerstone of the design industry. Her strategic redesign and focused content aim to deliver a magazine that is not only beautiful but also a practical tool for professionals and enthusiasts alike.
"That's my New Year's resolution. Bigger, stronger, and more beautiful."
— Jill Cohen [65:23]
The episode concluded with Dennis Scully acknowledging Jill's ambitious vision and looking forward to witnessing Lux's continued growth and impact on the design community.
Notable Quotes with Timestamps:
- "It was the most valuable thing I could do because as I went to each region... I really wanted to meet the players." — Jill Cohen [02:45]
- "We're not dividing our content into stories on jewelry and fashion... It just isn't our focus." — Jill Cohen [06:29]
- "Everybody wants more attention. Everybody wants more visibility..." — Jill Cohen [07:13]
- "I'm prioritizing the beauty... People aren't going to want to read our magazine unless the pages are just, you know, wow factors." — Jill Cohen [11:33]
- "We're so much broader... We're so much broader than just national magazines." — Jill Cohen [35:13]
- "There's nothing like sitting and reading something physical and looking and being and experiencing." — Jill Cohen [58:54]
- "That's my New Year's resolution. Bigger, stronger, and more beautiful." — Jill Cohen [65:23]
This comprehensive summary encapsulates the key discussions and insights shared by Jill Cohen during her conversation with Dennis Scully, providing an in-depth overview for those who haven't listened to the podcast.