The Four Questions with Jaclynn Jarrett of Nylon
Covering fashion, beauty, music and pop culture, Nylon launched in 1999 with a circulation of 150,000 and has since increased that to 225,000. Its frequency remains unchanged at 10 times a year. In 2004, New York-based Nylon Holding Inc. launched a second title, Nylon Guys. Initally polybagged with the September and March issues of Nylon, Nylon Guys is now published four times a year for a circulation of 110,000. "The target audience for both magazines is men and women aged 18-34, most of whom are single, college educated and employed," says Publisher Jaclynn Jarrett. Her husband, Marvin Scott Jarrett, the magazines' Editor-in-Chief, is just back from the Sundance Film Festival, where he promoted Nylon's first movie, Counting in Fives. That documentary follows The Horrors, British punk rockers, on their first U.S. tour. At year's end, public relations agency Pierce Mattie named Nylon among 20 magazines to watch in 2008.
Q. How did the name Nylon come about? A. Actually, we had a list of names, and Marvin Scott Jarrett, our Editor-in-Chief, just liked the sound of Nylon. After picking it, we realized the New York/London tie-in, which is congruous with our editorial focus on these two cities. Q. Do you see potential for spinoffs, whether in the form of TV/cable/radio programming or merchandise like books? A. I see enormous potential! Nylon has currently expanded into a myriad of media venues. We have a partnership with Rizzoli Publishing, with whom we have published three books: Street, a book on global street fashion; Pretty, our book on beauty; and Play, a music book to be launched this April. We also are involved in brand extension through our recent collaboration with Urban Outfitters. That includes t-shirts, jewelry, and housewares, all of which will be launched this year. On the music front, Nylon in the midst of a tour with Urban Outfitters and Live Nation. We also have Nylon TV, airing on our website, www.nylonmag.com, YouTube and MySpace, which provides our audience with a behind-the-scenes take on compelling editorial, fashion and music. Q. With your Nylon cover subjects ranging from the White Stripes and Cristina Aguilera to Lindsay Lohan, Cristina Aquilera and Nicole Richie, and your Nylon Guys covers featuring Joaquin Phoenix and Ewan McGregor, which cover story or other feature has generated the strongest reaction or feedback from readers—and why? A. The White Stripes were tied into our MySpace issue, and it elicited a very strong reaction from our readers. Our readers love the way we feature their favorite icons from music and movies with a uniquely personal approach. Cover subjects like Mary-Kate Olsen, The Kills and the White Stripes suddenly seem real and reachable through our informal approach to interviewing, and our incessant seeking-out of fresh and innovative media outlets. Q. A while ago, Newsweek ran a piece on dresses and t-shirts being made from corn kernels by designers like Oscar de la Renta and Armani. The fabric, called Ingeo, is said to be thin and comfortable, but a bit costlier than cotton and polyester. And it’s machine washable, but could melt if ironed! Do you see that catching on? A. We are all green-conscious, and very interested in alternative forms of fuel and fashion.
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