Halogen Life Makes It’s Debut
by Greg Shove on April 2, 2009
About six months ago we started to brainstorm what a digital lifestyle magazine could offer consumers, in terms of actually helping them with advice, tips and news on how to live a life ‘well spent’. We also knew that we did not want to publish another site with just ‘luxury product porn’ – the web has enough of these already (Robb Report, JustLuxe etc). And from a business standpoint, we knew we had to follow the new rules of web publishing: lots of our own original stories throughout the day, quick summaries and links to other great stories, and newsletter products that would enhance not replicate what was on the website.
So, we hired two new editors – Kyle Anderson in New York as our site editor and Chris Correa in San Francisco as our newsletter and guide editor – and then paired them with our tech and design team (Quannon Au, Joselyn Esser and Martin Krakowski). We told them to redefine the luxury lifestyle magazine for the web – and build an audience of 35-54 year old affluent consumers that will use the site on a regular basis.
So starting this week, Kyle and his editorial team will be we’ll be dispensing news, service, advice and guides under the following headings: Travel, Shelter, Objects, Family, Productivity and Culture. About 15-20 original stories per day, as well as consumer guides and 5 newsletters.
More here on our mission for the site. Check it out – and send feedback or story ideas to tipsathalogenlife.com.
