Pamela Jaccarino Shares How Luxe Magazine is Connecting with Their Audience in Trying Times - Episode 168

How do you resonate with your audience during times of crisis? How do you create meaningful and progressive changes in the content you provide? Where is the future of design heading? In this episode of Wingnut Social, the Editor-in-Chief of Luxe Interiors + Design Magazine—Pamela Jaccarino—joins Darla and Natalie to talk about how to communicate with your audience, ways the magazine has pivoted in response to recent times, and the future of the design industry. 

 

Pamela Jaccarino is the founding Editor-in-Chief of Luxe Interiors + Design Magazine, the largest residential architecture and design brand in the country. She’s been in the position for 15 years and has been instrumental in the growth of the brand. She continues to champion its fresh vision and evolution. Don’t miss this educational and evocative episode!

 

“If you want to be successful at anything that you do—no matter what it is—it’s always a challenge. There's always a mountain or a hill in front of you if you’re out for excellence.” — Pamela Jaccarino

What You’ll Hear On This Episode of Wingnut Social

• [5:21] Today’s guest is the Editor-in-Chief of Luxe
• [6:10] Speaking to their audience during trying times
• [9:25] How Luxe made some pivots in 2020
• [14:25] The types of projects Luxe looks for in their pieces
• [19:07] Luxe Connects—a B2B resource
• [22:39] Has the Coronavirus impacted advertising?
• [25:05] How to pitch a project to a magazine
• [27:20] What up Wingnut round!
• [31:13] Mercury...is in Retrograde
• [34:05] Bubble-gum Blooper Reel! 

Connect with Pamela Jaccarino

• Follow on Instagram
• Connect on LinkedIn

Resources & People Mentioned

• Luxe Interiors + Design
• DesignTV by Sandow
• Curio Electro
• BOOK: Anne of Green Gables
• BOOK: American Dirt

Resonate with your audience during times of crisis

Luxe puts out 75 different publications across 14 regions in the country. It’s a big design machine. With the recent Black Lives Matter movement at the forefront of the world’s attention, Pamela points out that they felt it was important to listen and do better. She states that they’re “Ensuring that we have diverse voices through the pages of our magazine and in all of our platforms.”

 

There is not enough diversity in high-end regional design. But it’s something Luxe has committed to for the long haul—they want to strive for meaningful change. They have a plan in place to ensure the changes they make are sustainable. The publication already gives voice to so many artisans, designers, and architects. They want to dig deep and look further for diversity because it enriches everything. Pamela emphasizes that all leaders in design should be doing this.

 

It’s incredibly important to be sensitive and aware of what’s going on in the world—and how it impacts your audience. Listen to hear what types of projects Luxe looks for in their pieces and the different modes of communication they employ to resonate with their audience. Pamela also shares upcoming design trends and changes she sees happening in the industry. 

Luxe Connects—a B2B resource

The great recession in 2008/2009 was an incredibly challenging time for everyone, including design professionals. Luxe has a lot of regional advertisers that partner with them and they wanted a way to communicate and facilitate conversations. They initiated the Luxe Connects program in 2008 and never looked back. They now host 50–60 Luxe Connects across the country.

 

They continued to host these virtually during the Coronavirus crisis. It not only facilitated necessary dialogue between businesses but gave Luxe a true birds-eye view of what is happening in the luxury residential design sector. Pamela believes we will see a post-COVID change in architecture and design to better reflect situations where families are working and living in their homes 24/7. There is a lot of movement happening in the design world.

 

Through these conversations with their partners, they’ve learned that businesses continue to feel the need to market and advertise, as well as stay connected and get their message out there. Designers’ pipelines are staying full. Overall, Luxe launched Connects because they desire to be a brand that’s there to serve their partner’s needs in any way that they can.