There’s no two ways about it. Producing a successful magazine is a job that a million girls would kill for. As for Kaitlyn Kirby? Well, she’s at the helm of two! As the founder of Mini and Tulle Magazines, Kaitlyn is ‘living the dream,’ as they (read: we) say. Since graduating from the University of Wisconsin-Madison with a degree in Journalism, she almost immediately put her skills to good use by launching Mini—a digital parenting magazine—and Tulle, which delves into all things wedded bliss.
With A-list cover stars like Kendra Wilkinson, Jessica Alba and Kourtney Kardashian, we think it’s safe to say that Kaitlyn has established her digital empire—and all at just 24 years old! But in the oh-so-crowded world that is the Internet, making a magazine stand out isn’t easy. Yet, armed with a passion for her craft and an “I’ll never know unless I try” attitude, Kaitlyn’s persistence has paid off, and her publications have been gathering momentum since Day One.
She may be young, but Kaitlyn has wisdom beyond her years. “I’m always inspired,” she says—and her enthusiasm? Well, it’s just as contagious and gripping as her magazines.
Her Starting Point
You studied journalism at the University of Wisconsin-Madison. Do you think that was essential for becoming the founder of a magazine? What do you think was the most important skill you learned in school that you used when starting Mini Magazine?
100%. Every skill I was learning was instantly put to use. Everything from how to interview people, to writing features and laying out pages—these are things I’m still using and skills that really helped me to form the foundation to start my business.
Learning the basics of magazine layout in Journalism School is where it all started. When we first started working with InDesign, I remember going home and mocking up a cover (the one that would eventually push me to start Mini). I showed it to my now-fiancé and told him this is what I wanted to do.
You do not have kids, so where did the idea come from for starting Mini Magazine? Why focus on parenting and children? What about the idea for Tulle Magazine?
I used to flip through Cookie Magazine (RIP) and adored the layout. I loved the subject matter, the art direction—I loved it all. After that closed, there really was nothing like it, especially in the digital space, which was where publishing was headed. I mocked up a cover, then a feature and it spiraled from there.
I started putting the magazine together and we had interest from day one. That’s how I knew this was something people were looking for and would love to read as much as I loved putting it together.
The idea for starting Tulle is perhaps a bit more obvious. After I got engaged two years ago, I thought why not start a wedding magazine? I loved flipping through them and browsing the work of great photographers, so why not take everything I wanted to see in a wedding publication and start one of my own?
What was the process of starting your own magazine like? What did you do for things like PR and marketing when you first started out, and how have they changed?
Let’s be honest—I had no idea what I was doing in the beginning. I dove in head first with a sort of “let’s see what happens” approach and had an amazing result.
My first efforts at PR and marketing were almost done entirely on social media. I started a Twitter account and started connecting with brands and tastemakers. In the beginning, it was long hours and a lot of research.
We focus a good portion of our business on social media now, being in the digital space, but we’re really lucky to have worked with great celebrities and photographers that have spread the word organically.
How did you go about expanding your team, especially when transitioning to running two magazines? What skills do you look for in potential employees?
We still have an incredibly small team. I wear nearly every hat I can—from CEO and graphic designer, to art director, writer, editor and everything in between. While in the beginning it was exclusively me, we have only recently expanded to bring on a few contributors and writers.
Creativity is one of the biggest things I look for when bringing someone new onto the team. I want to know what you’re reading—blogs, books, you name it—who you’re following on Instagram, your favorite websites. I am constantly searching for new things to inspire me, both aesthetically and editorially, and if you can tip me off to a new blogger or website with great content, a photographer with an excellent style or even a small, indie magazine with a growing presence, that’s usually a sign we’d click. I want to know you have a good grasp of what’s going on online and within the publishing and photography industries.
I’m looking for great writers, someone who can easily adapt no matter the subject. I always say read everything and write often. You might be writing about a cool maternity brand one day and wedding cakes the next, so that’s really important. Also, grammar. I can never seem to stress that enough.
Her Big Break
Mini Magazine has had cover stars like Jessica Alba and Kourtney Kardashian. How do you go about getting such huge names for the magazine? What was it like to work with these celebs?
We’ve been really lucky to work with such inspiring people. It’s all about who’s doing something new right now, who has a great cause they’re working toward, the people behind innovative brands and businesses. After that, the rest is outreach. Most people are really excited to share about their kids, their day-to-day, their passions.
I’m always inspired. There is always something to take away from the celebrities we work with. Whether it’s time saving tips to help you get out the door in one piece, to daily mantras or even advice on managing career and life—it’s always something new and it’s always exciting.
Your website received 50,000 unique visitors in the first month. How were you able to build such a strong initial online and social media presence?
Social media is really where we got started. We had been on Twitter for nearly eight months before we even published anything—before we even had a website! You have to go where the people are and more importantly, where your target audience is. We were connecting with our audience, brands and celebrities on Twitter to create a buzz. That way, by the time we published our first issue, we already had a little following behind us and they could simply click over from social media.
Your issues are published online for free, so how do you go about securing money for publication? Do you rely mostly on advertisers or do you also seek out investors?
We have no investors and have yet to seek any out. Our advertising revenue, for ads both in-issue and on our website, has continued to build as we grow and gain more momentum. As a free publication, it’s our goal to provide great content to the most people as easily as possible.
Your business grew extremely fast—from starting out with a substantial amount of readers in the first month, to publishing a second magazine only a couple of years later. How did you deal with the sudden success and the pressures that can come along with that?
I’d say that’s something I’m still figuring out. I’m still surprised when I hear a celebrity or photographer or blogger I follow say they know Mini or Tulle. I’m always overwhelmed to hear people love what we do.
As for the pressures, that’s something I don’t think will ever go away. For people in such a creative industry, “keeping up” is something that’s always looming and comparison can be brutal. I try to stay on track with what I know our audience loves, what they respond to, our own goals and style and what I know is best for the magazine.
It can be hard, especially in the digital space with everything constantly thrown at you, but sometimes “putting your blinders on” and following your own vision is what works best.
Her Perspective
When creating content for each magazine, where do you look for inspiration?
Everywhere! Design blogs, magazines, look books, social media, Pinterest, browsing different types of photography, life in general. I might be having a conversation with someone about their kids or planning a wedding and think, “Hey, that’d make a great interview question or feature.” You should see how many Notes I have on my iPhone.
What is the most rewarding part of creating and running your own business? What’s the most difficult?
The most rewarding? That I get to do what I love and other people seem to love it, too. I’m so lucky to have worked with such amazing celebrities that I never would have guessed I’d have the chance to interview, to find out what makes them tick or the parts of their lives we don’t get to see on camera. The fact that I get to take that, share it with our audience and call it work is still mind-blowing to me.
The most difficult? The constant weight of “keeping up” and being innovative. Meeting deadlines with no one to push me or answer to but myself—that may sound alluring, but sometimes being your own boss is a whole different monster. There’s no one to blame but you.
You started Mini Magazine in 2011 and Tulle Magazine was published only two years later! How do you balance the publication of both magazines and still make time for a social life?
Easy, I don’t have one! Ha!
We publish Mini quarterly and Tulle bi-annually, so very seldom do our deadlines and launches coincide. We do post content on our websites in between, but I try to schedule out my day to give each magazine one-on-one time.
What’s your best advice for someone looking to start his or her own company? What about someone trying to make it in the magazine world?
Jump in! I remember sitting in the airport on my way to LA for our first cover shoot—I had no idea what I was doing or if this would even work—and thinking, “I’ll never know unless I try.” I’m pretty happy I did. Know exactly why you’re starting your business and do your research.
I’m constantly taking advice myself, but (for someone trying to break into the magazine industry), read everything and write often. Know what you love and which aspects you’re interested in—reading different magazines, books and blogs helps you to discover that and allows you to start to develop your own style.
And finally, what do you wake up looking forward to? What’s next for your career?
First, coffee. But second, opening a new page and starting to design an issue is a thrill that never gets old.
Mini and Tulle are constantly growing and I’m really looking forward to seeing where the next few years take them. That being said, I adore the chance to work with additional seasoned publications, either on a contributing level or even design-wise.
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