Media Voices Podcast - The Quality Edit's Lauren Kleinman & Lee Joselowitz on performance publishing
Travel & Events
Introduction
In the latest episode of the Media Voices Podcast, we welcomed co-founders Lauren Kleinman and Lee Joselowitz of The Quality Edit (TQE). Launched as a side hustle in 2021, TQE emerged from a personal need for quality recommendations in fashion, travel, and beauty. Lauren and Lee shared their journey developing a unique approach to performance publishing, an innovative model that integrates traditional publishing with performance marketing strategies.
The Birth of The Quality Edit
The Quality Edit was conceived when Lauren and Lee recognized a gap in the market for a digital publication that resonated with their personal interests. Existing publications seemed to neglect emerging and exciting brands that they were authentically testing and buying. They aimed to create a space that not only informed but also trusted recommendations on the products they loved.
Their experience in the Direct-to-Consumer (DTC) sector uniquely positioned them to succeed. Lauren had been part of the founding team at a successful DTC brand called Ritual, where she managed brand marketing, while Lee led growth strategies. They leveraged these skills to inform their decisions at TQE and create a monetization model focused on performance-based partnerships.
The Concept of Performance Publishing
Performance publishing melds storytelling with a performance marketing approach. TQE zeroes in on authentic content that resonates with readers while generating measurable results for partners. Instead of traditional advertising that may detract from brand equity, TQE emphasizes third-party validation and compelling narratives to engage customers.
Lauren explained that they focus on reaching audiences meaningfully, crafting content that reflects genuine experiences with the brands and products they cover. The model successfully drove over $ 50 million in incremental revenue for their clients and continues evolving as they refine their services.
Building Trust and Engagement
Trust has been vital, especially with The Quality Edit's audience. In a recent reader survey, over 90% of respondents expressed confidence in their recommendations, exceeding the trust levels of even some established publications. This trust is nurtured through the authenticity of content, ensuring that each product is thoroughly tested and reviewed by real editors.
The audience primarily consists of women in urban areas with high disposable income. They are avid online shoppers interested in a variety of lifestyle topics. TQE's brand partnerships also reflect their audience's values, focusing on female and BIPOC-led brands.
Future Growth Strategies
With evolving online habits, identifying sustainable growth avenues is crucial. TQE aims to prioritize email marketing and organic social strategies while continually listening to audience feedback. Thus far, the brand has relied heavily on word-of-mouth referrals, resulting in a robust reputation in the industry.
Lauren and Lee outlined their plans for enhanced email capture strategies and tailored content to ensure engagement and growth. As TQE moves forward, they remain committed to maintaining high-quality content while adapting to the changing digital landscape.
Conclusion
The Quality Edit is pioneering a fresh take on digital publishing, demonstrating that authenticity and performance can coexist in a crowded media ecosystem. As they continue to navigate challenges, their commitment to quality content and meaningful partnerships remains strong.
Keywords
- The Quality Edit
- Lauren Kleinman
- Lee Joselowitz
- performance publishing
- digital publication
- Direct-to-Consumer
- audience engagement
- high-quality content
- brand partnerships
FAQ
What is The Quality Edit?
The Quality Edit is a digital publication co-founded by Lauren Kleinman and Lee Joselowitz, focusing on high-quality recommendations in fashion, travel, and beauty.
What does performance publishing entail?
Performance publishing integrates storytelling and performance marketing, aiming to create authentic content that resonates with readers while driving measurable results for brand partners.
How does The Quality Edit build trust with its audience?
Trust is built through authentic content, with over 90% of the audience expressing confidence in the recommendations provided. Each product is thoroughly tested and reviewed by real editors.
What are TQE's primary audience demographics?
The majority of TQE's audience comprises women with high household incomes living in coastal cities who are avid online shoppers interested in various lifestyle topics.
What future growth strategies does The Quality Edit plan to implement?
TQE plans to enhance their email marketing strategy, invest in organic social media, and continue listening to audience feedback to refine their content for better engagement and growth.