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4 min read
For Leslie Guarnieri, staying relevant in magazine media requires a mix of adaptability, creativity and a willingness to embrace change. As the senior director of consumer marketing at The Week and The Week Junior, Guarnieri has seen how evolving with the times and understanding your audience can make a lasting impact. That philosophy, along with the company’s strong commitment to quality and audience trust, has helped fuel the growth of The Week Junior, which launched in March 2020 and is currently one of the fastest growing magazines in the U.S.
In this AAM Media Mavens interview, Guarnieri shares what’s surprised her most about the industry, how a legacy digital tool became a surprising success story and why she believes print is here to stay.
How did you get started in media?
After graduating from college, I was pursuing a job in book publishing but instead answered an ad for a circulation assistant at Davis Publications, which published Ellery Queen’s Mystery Magazine and Isaac Asimov’s Science Fiction digest. I’ve spent most of my career working for smaller, private publishing companies, which has allowed me to learn and experience different aspects of magazine consumer marketing.
Is there anything about the industry that has surprised you?
The depth and breadth of changes in response to internal and external forces. Magazine publishing is a tight-knit community, and there are several people from the start of my career who are still in the industry and enjoy the same challenges I do.
Can you share one initiative that helped your company innovate?
Years ago we tried using a QR code in our marketing, and it didn’t work. It wasn’t the right time. Now QR codes are everywhere. We use them in most of our marketing materials, which has helped us increase online orders and reduce costs by decreasing physical mail.
In what ways has AAM supported your organization?
The reporting and support that AAM provides is essential to maintain clarity and trust both within our organization and with clients. Over the years, AAM has readily adapted to industry changes and the needs of publishers.
What are you most proud of in your career?
When I started out, I had no idea this is where I would be today. Longevity, agility and the ability to adapt to changes keeps my interest and passion for magazines and marketing going. Every day is something new.
If you could give someone starting out in publishing one piece of advice, what would it be?
Be bold, agile and open to trying anything. You will have successes and failures and can learn from both.
Where do you see the magazine industry in 10 years?
Even if I could make a prediction, I wouldn’t. Over the years there have been many times when magazines and the industry were “dying,” whether it was due to the internet or now AI. Magazines will still be published, maybe in a format that hasn’t even been developed yet.
What do you like to do in your free time?
I enjoy being with family and friends, going to concerts, baseball and hockey games. I’m passionate about my dogs and cats and supporting various animal charities.
What is one goal you would like to achieve?
We just celebrated the fifth anniversary of The Week Junior, and next year will be the 25th anniversary of The Week. I would like to continue being part of the growth and evolution of both titles as we move forward, whether it’s using tried and true marketing methods or experimenting with new and innovative ways to build audiences.