A photo from the most popular Apartment Therapy House Tour ever.
APARTMENT THERAPY IS THE LARGEST INDEPENDENT Home SITE AND IT FEATURES :
House Tours
Small Cool Contest
The January Cure
Before & Afters
Design, Trendspotting, Homekeeping, Lifestyle, DIY
+ more
As the original Editor of Apartment Therapy, I was given the opportunity to create, establish and execute the editorial plan and vision for the site and brand. With my team, I planned and executed annual, monthly, weekly and daily editorial calendars filled with fresh, inclusive and (hopefully!) inspiring content. I am proud of the team and what we were able to accomplish on a small budget in the early days of a new industry, inventing it as we went along, finding success and a loyal, diverse audience.
Editorial was tasked with the responsibility of growing the brand and the audience, which was integral to the financial success of the company, as page views were the product that we sold. The team took it to and kept it in the Top 10 Home and Design sites on Comscore, the only independent publisher to do so.
I had the pleasure of hiring all of editors, writers, photographers and illustrators, both full-time and freelance, for more than a decade and oversaw the concepting, planning, creation, publication and distribution of all content, both on site and on our social media channels.
The thing I loved the most was the privilege of leading the editorial team, consisting of 10 full-time editors and over 100 freelancers, helping them to do creative work that they were proud of. We consistently created over 500 posts a month, including 50+ original house tours, on time and on budget. We then published them according to a strategic time schedule and distributed them through daily emails and a 24 hour cycle of social media posts. The final step would be to analyze the readership data to determine what was working, for whom, when and where, and then integrate that into our planning.
I believe that the key to our success during the years I was at Apartment Therapy was to always let analytics be our teacher, but to combine the rich knowledge derived from data with the confidence to trust our editorial eyes and guts. Respect for our readers came first, to help ensure that their relationship with the brand would grow.