When’s the last time you picked up a magazine? Or perhaps a catalog was sent to your house and in a time of boredom, you found yourself aimlessly flipping through pages of your favorite brand? As out of date as this practice may seem, it’s still very present. As much as you may not believe it, I guarantee the last time you were getting your hair done or waiting for your dentist appointment, you probably did one of two things. One- what most of the world reverts to today and scrolled through your phone. Or two- picked up one of the many magazines laid on the tables around you.
Contrary to popular belief, print isn’t dead. Especially in Park Ridge, New Jersey where Wainscot Media Headquarters resides.
Introducing Lizette Chin
Last Wednesday, my Fashion in the Media class had the privilege of speaking with Senior Vice President, Lizette Chin, with Wainscot Media. Her work and responsibilities reside within the fashion & luxury sector where her clients span across several different categories including: menswear, childrenswear, and footwear.
After she so graciously gave us 60 minutes of her time, I’m walking away with an abundance of learnings; however, there was a common theme throughout the conversation. In the end, everything always came back to…
People. How we treat them. How we connect with one another. Who we speak to and how we speak to them. You get the idea…
As a senior in my last couple semesters of college, who’s graduating in less than 6 months, this focus left me feeling enlightened and inspired. Listening to Lizette speak, showed me how much of the industry is still so foreign and unknown to me- that there’s a place for me and my deepest interests in this world. And guess what…?
There it was, staring me in the face. Menswear and client relations.
Wainscot Media
With examples in hand, Lizette Chin informed us about the B2B structure of the publications she works on.
B2B = Business to Business.
Instead of the publications speaking to the consumer like you and me, they speak to people within the industry. Think about it like a trickledown effect- Wainscot Media produces publications to inform our favorite brands where and what to buy. Then our brands take all of that information and creates something that is then sent and speaks to us.
Let’s be honest, without places like Wainscot Media, the industry would be a little lost…
The Money in Print
Thankfully they continue to forge ahead in our digitally driven world.
But how do they make money? How could a bunch of pieces of paper bound together make enough money to be a booming business…?
Well, the answer is simple and applies to a lot of other mediums- paid advertisements.
Paid ads drive just about any and every business today, bringing in millions upon millions of dollars every year. Marketing teams continue to grow their subtlety and creativity with placement and imagery. While flipping through several of Chin’s different publications that she brought in, I found it hard to take my eyes away from these beautiful, full-size, enticingly styled images of luxury. It was every suit enthusiasts’ dream. As I looked a little closer, to my surprise, a majority of them were advertisements… who would’ve known!
Lizette’s Words of Wisdom
Before Chin left us, she concluded with some valuable advice:
“Meet as many people as you can meet.” -Lizette Chin
Life in general is a “people business.” Whether it’s a business like Wainscot Media, or your own personal life, people are always going to be around- so, be kind.
You like that person’s shirt? Tell them. Someone needs help getting their carry on out of the tiny compartment on a plane? Help them (if you can). You never know who those people could be or how they may enter and fit into your life. It could be a connection, a friend, or maybe just a stranger you meet once and never see again. Either way, in a place where people are abundant, be one who strives to offer conversation, belonging, and a smile.
