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Lady Gaga’s Rise From Life Beyond the Like Button, p12 Young, Broke and Beautiful, p25 Weirdo to Hero, p07 ENGAGING PEOPLE SAY Magazine | Fall/Winter 2011 Magazine | Fall/Winter SAY LETTER FROM THE PUBLISHER Photo by flickr.com/snackateria Room With a Point of View There was a room in our house private lives, creating a world where we are the authors and designers of our stories. These stories that you were not supposed need to be told and our identities constructed — to go into. Ironically, we called it the “living personal spaces provide our canvas. room.” Our French poodle, Pepe, loved the white Fortunately, there is no shortage of inspiration shag and urinated on it frequently. My mother to tap. Blogging has given voice to a new generation stopped short of wrapping the room in plastic, of writers and curators for websites such as the one shunning the suburban conventions of her parents’ that recently became a trusted resource through generation. (For reference, here is an excellent our design project: Remodelista. The site, led by a resource: uglyhomephotos.com. The perfect talented team of editors, balances an unpretentious accompaniment to awkwardfamilyphotos.com.) love of good design with an appreciation of value. It’s different now. In our home, the living It provides a reliable point of view, delivered as a room is where we live — a large, inclusive space handy, searchable daily diary. connecting the places we cook, eat and recline. Needless to say, I was psyched when I found Our furniture is for everyone, even the dog. We’ve out the Remodelista team was based in Mill Valley, surrounded ourselves with personal artifacts that where I live. I was even more excited when, after a tell stories about who we are and what we want few meetings, we determined that our visions were to be. Yes, we went through a remodel. And we aligned well enough to make their site part of SAY committed the universal sin of talking about it. For Media’s growing roster of passion publishers. sure, the modern act of crafting your own space As always, in the issue, we spend time thinking has become a bourgeois rite of passage. Birth, about how the Web will change media (see “Life education, job, house, REMODEL, retire, die. Beyond the Like Button” on page 12). But this The home has become more personal, more time, we’ve taken a look at how it impacts the intimate and probably more practical. So has work. way we live at home (see “Design. Redefined.” on I think the Web has a lot to do with it. Social media page 9). Find yourself a cozy chair and have a read. is collapsing the distance between our public and We hope you enjoy it. ABOUT THE AUTHOR Troy Young is president of SAY Media. His credentials are solid. He has invested the past five years of his life working with amazing people to make SAY. The project is not finished but taking shape. He has three kids, two dogs and a few bikes. SAY Magazine | Fall/Winter 2011 01 Inside 01 Letter From the Publisher featureS 09 Design. Redefined. By giving us the inspiration and freedom to create personal spaces, the Internet is radically changing the way we live. Plus, welcome Remodelista to the SAY Media family. 12 Life Beyond the Like Button In the SAY Media Lab, we’re tearing down the walls between content creator and content consumer. perspeCtiVes 07 Lady Gaga’s Rise From Weirdo to Hero As Gaga up-levels the music marketing game, we thought it would be fun to recap exactly what it takes to sell a platinum record in today’s digital world. 25 Young, Broke and Beautiful Broke-Ass Stuart Schuffman discusses the secret to building a passionate following — and the surprising truth about people who like to live large on less. 27 Inside Ogilvy’s Mystery Box David Ogilvy’s strategy of keeping the central mystery alive has proven to be one of the most powerful storytelling devices in modern media. spotlight 17 Want People to Buy Your Stuff? How influential media influences the influencers — and gets people to buy things. 19 Why No One Is Watching Your Ads: Campaign Edition New research shows the changing media landscape is making it harder to reach voters this election season. In three months since launch, a community of thoughtful women have jumped in: More than 700,000 unique visitors BITS Over 20,000 comments, average 27 per post More than 5 million page views 05 SAY @ Cannes Lions International Festival Average session time 5 minutes+ of Creativity 06 Things I Love with Grace Bonney / Design Spaghetti Princess Chandelier 20 Things I Love with Billy Law / Food by Young & Battaglia studiomold.co.uk 28 Things I Love with Jill Smokler / Parenting SAY Media is a new kind of media company designed for an age of democratized media. HOW TO REACH SAY MAGAZINE Mailing address: SAY Media 180 Townsend St., Third Floor San Francisco, CA 94107 Email: [email protected] On the Web: saymedia.com On Twitter: @saymediainc On Facebook: facebook.com/saymedia TO INQUIRE ABOUT BECOMING A PUBLISHER PARTNER, CONTACT RICHARD ROCCA: 415.738.5158 ADVERTISING SALES SVP, Global Sales Michael Hess 917.207.5183 New York Brian McFarland 917.256.2760 Midwest, Chicago John Irvine 248.705.8086 Northwest, San Francisco Alex Burton 415.738.5100 Southwest, Los Angeles Leah Corselli 310.709.8469 Southeast, Atlanta Larry Weissman 404.452.3330 Canada Paul Cassar 514.370.2868 United Kingdom Giles Ivey +44 (0) 7930.393.485 Australia Duncan Arthur +61 (0) 433.394.892 FRIENDLY FIRES SAY Media’s Cannes Lion Party SAY MEDIA Plage du Festival, Cannes, France | June 21, 2011 The company is headquartered in San Francisco, with offices across the U.S. as well as in Canada, the U.K. and Australia. SAY loves to throw a party. This summer Matt Sanchez Troy Young Sam Parker we took the fun to the south of France CEO & Co-Founder President COO for the Cannes Lions International Festival PUBLISHER of Creativity, a global meeting of creative Troy Young professionals and thought leaders in EXECUTIVE EDITOR January Machold communications. English electro-dance- MANAGING EDITOR punk band Friendly Fires rocked the beach Wendy Taylor CONTRIBUTING EDITOR and the fans at the stunning Plage du Erin Olsson Festival. Check out more photos from CREATIVE DIRECTOR Eric Ulrich Cannes and get invited to our future DESIGNER Sarah Teubner events on our Facebook page. SAY Magazine | Fall/Winter 2011 05 PERSPECTIVES Things I Love Hero Amazon 99¢ deal Good Morning America concert in Central Park Best Buy album signing via Live Stream Google Chrome commercial DESIGN Starbucks scavenger hunt Grace Bonney Pendleton Laptop Cases Esque Terrarium Design*Sponge Few things say “summer campfire” like Terrariums have been everywhere Gilt Group by Gaga designsponge.com Pendleton blankets. The Good Flock uses Pendleton fabric to create these lately, but the woodsy laptop cases that make me talented glass Grace is the Brooklyn-based want to cozy up with some s’mores makers from Esque Gagaville while I work. Studio added a writer and founder of (The Good Flock, $79–$89) chunky leather Appearances on American Idol, Design*Sponge, a daily blog strap to make this hanging terrarium David Letterman, The View devoted to design. This fall, feel more Vibrant Afternoon Hammock Artisan Books will release her substantial and Interview at Google HQ Who wouldn’t want to spend more time reading in a hammock? I know I weighty, and less first book, “Design*Sponge certainly wouldn’t fight anyone who decided to lend me one of these for like a delicate girly an afternoon. Bonus points for the fringe. at Home,” a 400-page guide piece of decor. Exclusive premieres on VEVO (Anthropologie, $98) (Anthropologie, to crafting your dream home. $1,450) “This summer I’m in Portland, Creative director at Polaroid Oregon, soaking up some much needed outdoor time. Twitter and Twitpic trends While I typically gravitate toward things that feel urban Facebook engagement and indoorsy, I thought it would be fun to round up my Weirdo favorite pieces that remind me of summer days spent in the great outdoors. From beautiful Few could argue with the veracity of Lady Gaga’s were from a 99-cent deal offered by Amazon, Team self-affirming lyrics from her pop-tacular hit Gaga’s strategy was less about making money on hammocks to nature-themed Lady Gaga's single “Born This Way.” Gaga and her crack team music sales and more about using the album as a wallpaper, these pieces will are clearly on the right track (baby), evidenced by marketing tool for promoting tours, endorsements make it feel like Stump Stools by Kalon Studios Rise From the stratospheric success of her highly anticipated and merchandise sales. summer is lasting Stump stools have had their second album, also titled “Born This Way.” In As Gaga up-levels the music marketing game VOICES a little longer.” day in the sun, but this spin on its first week, Gaga’s new album sold 1,108,000 to something akin to what we currently see in the PROGRAM MEMBER the traditional log shape makes the trend feel fresh again. I love Weirdo copies in the United States, according to Nielsen film industry, we thought it would be fun to give a the natural wood and how the SoundScan, outselling the next 42 albums on snapshot of what it took Lady G and team to sell a design reminds me of both a Billboard’s chart combined and making Gaga platinum record in today’s digital world.
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