NY Mag Comm. Manager Dishes on Lohan Spread


Earlier this week, we promised you more background info on the now famous Lindsay Lohan spread in this week’s New York magazine. Well, today we received that info from the magazine’s Communications Manager, Lauren Starke.

Read on for all the juicy details on how the feature came to be, the PR strategy behind it, and of course, the reaction.

How the Lindsay feature came to be:

Our photography director Jody Quon had initially approached photographer Bert Stern about doing a project that revisited his work from the 1960s. Bert was interested in recreating his famous “Last Sitting” of Marilyn Monroe and so we jumped at the chance to do it with Lindsay Lohan for our Spring Fashion issue. We could not be happier with the results.

PR strategy:

My colleague Serena Torrey and I wanted to break this story on a national morning show. After some internal discussion of how they could show the photos, the Today Show agreed for Monday morning (http://www.msnbc.msn.com/id/21134540/vp/23220948#23220948). We took some extra precautions to make sure the magazine wouldn’t appear on newsstands in the city before Monday and risk blowing Today’s exclusive. After that our goals on Monday were to secure coverage on the entertainment shows, from the Associated Press, and links from heavily trafficked blogs. We’re able to see in real time which sites are driving the most traffic our way, which is incredibly useful in knowing how to target our efforts. We’ve fielded dozens (hundreds?) of phone calls from European photo editors wanting to reprint the pictures.


We’ve had an overwhelmingly positive response to the photos.

In terms of Gawker’s question about whether subscribers we gain this week will be disappointed in the magazine, I think that our strength is the way we offer so many different things to so many different kinds of people. Of course we won’t have a historic portfolio like Bert’s Lindsay photos every week, but I think our new subscribers will be pleased with the quality of the product they’ve purchased.