Guest Lecture: Nikki Ogunnaike
"I like to stay aware of what’s happening in my competitive set.”
Good morning everyone. Today I’m thinking about how bad the Substack app is for publishers. I’m sending this from the 42nd Street subway, below Times Square, because I just had a breakfast meeting at The Lambs Club. This letter is being sent from my mobile Safari browser because I don’t have editing capabilities within the Substack app, sorry for any typos.
This letter includes:
One of my favorite Guest Lectures so far.
answered your questions about the magazine industry, but also asked a few of her own which was refreshing. I’d like your takes in the comment section. It was also refreshing to hear someone say that instead of keeping their blinders on and avoiding their competitors, they watch that they’re doing. Because that’s what curious people do!Amanda Chantal Bacon told me how that Kylie Jenner x Moon Juice collab came together.
Night clubs are officially back. Feed Me has been reporting on the new club opening in The Public, and the expansion happening at Ella Funt, and the members’ clubs who are trying to get you to dance on the table. Today’s news is about The Palace.
Guest Lecture: Nikki Ogunnaike
This interview is part of a Feed Me feature called Guest Lecture. In this series, I introduce you all to an expert who I’m curious about, and give paid readers an opportunity to ask them anything they want.
This week Nikki Ogunnaike, editor-in-chief of Marie Claire magazine answered your questions about what she looks for in a writer, Marie Claire’s new focus on beauty, specifics about her career trajectory that got her where she is today, fashion week…. and more.
“I have a good friend who often says “everyone can eat,” and I truly feel this way (and not on some Pollyanna-type of vibes). I just believe that if your product is good—whether you work in legacy media, social media, or if you’re a legacy social media creator (see what I did there? Because those also exist!)—there will be a space for you.”
“Obviously, the consumer's relationship with magazines and media is very different than it was just five years ago, let alone ten or twenty. How is Marie Claire positioning itself for what it believes is the future of the publication and what do you believe magazines will need to do to survive the next 5, 10, or 20 years?” - Matt
When I arrived at Marie Claire it was important to me that people saw MC as not just a magazine, but a brand that can storytell across multiple platforms and media types: We launched a new podcast (Nice Talk), newsletter (Self Checkout and the upcoming Face Forward), and events (Power Play), in addition to maintaining a digital presence (website, social media, YouTube), and a magazine (2 print issues a year). It’s imperative to meet consumers (and I use that word specifically, not just “readers”) where they are—be it IRL at events or on TikTok and Instagram.
“How much time do you spend looking at what the competition is doing vs. keeping blinders on the vision you have for Marie Claire?” - Austin
I spend a lot of time looking at what others are doing, but that’s because I’m a naturally curious person and I love to consume media. I like to stay aware of what’s happening in my competitive set. But I also love to read things that are outside of our comp set, which is how I’ve come across newsletters like the Puck ecosystem, Air Mail,
, , , , , and . With all of this consumption, I don’t necessarily have blinders on, but I do have a solid understanding of the DNA of Marie Claire (a brand for women of power, purpose, and style) and know that we need to create content for people who subscribe to that. If I’m ever jealous of a story that another brand got I ask myself, realistically, ‘Was that something that belongs on Marie Claire (as opposed to just a cool story) and if so, what’s the next iteration or conversationally additive take on said story?’ It’s all about pushing the conversation forward for me.“If I’m ever jealous of a story that another brand got I ask myself, realistically, ‘Was that something that belongs on Marie Claire (as opposed to just a cool story) and if so, what’s the next iteration or conversationally additive take on said story?’”
“I worked at KCD Worldwide for a bit, and sent a lot of product placements (for products from APL/Diesel, etc…) to Marie Claire amongst other magazines. Once you receive these, what do you actually do with them/how relevant (if we’re being honest) are these to your strategy?” - Julien
I can’t speak for everyone, but I am extremely selective about the product placement and seeding I accept. I prefer what PR folks are doing now: emailing to see if this is an item an editor would like to test or a product gifting or seeding they’d actually wear before they send it to the editor. It’s an extra step of work, but it’s a wise strategy that ensures your product doesn’t end up elsewhere and cuts down on waste across the board, an effort we can all agree we should be striving towards.
“Print mag titles/brands were the original influencers/creators. But now that magazines are considered legacy media (by many), how do you see your strategy evolving to not just co-exist, but succeed in a creator-obsessed landscape?” - Sheila
I think this question sets up a false dichotomy of legacy media versus creators, and can lead to the downfall of both entities.
In my opinion, coexisting (and not just that, but actually creating a symbiotic relationship) is the way to succeed. I have a good friend who often says “everyone can eat,” and I truly feel this way (and not on some Pollyanna-type of vibes). I just believe that if your product is good—whether you work in legacy media, social media, or if you’re a legacy social media creator (see what I did there? Because those also exist!)—there will be a space for you. And you should work with people across these various groups to create great content.
“Curious to know what kind of voices Marie Claire is looking to amplify regarding beauty. The last few years “clean” beauty has greatly influenced the direction the industry by building fear around certain ingredients and how they impact our health and safety. Magazines and other media play an important role in educating consumers but will often rely on flashy, alarmist headlines to get clicks. In an era of distrust in big brands and science, how will MC position themselves?” - Cameron
This phrase, “in an era of distrust in big brands and science,” scares me and strengthens my resolve in the work that we’re doing at MC. We’re not only amplifying the voices of editors on staff (editors who have years and years of experience), but also highlighting and doubling down on relationships with dermatologists, makeup artists, hair stylists, doctors, and our networks of product testers across all demographics (leading to stories from the best foundations for women over 50 to hair glosesses tested on women with different hair types).
Additionally, I have to gently disagree with what seems like a general statement that magazines and media rely on flashy, alarmist headlines to get clicks. When I read reputable brands with journalistic integrity and rigorous standards like Allure, Self, Byrdie, and Harper’s Bazaar — I don’t see this. I do see it often, though, in rage-bating videos or social media content from random sources.
“It feels like anyone can be an “expert” on anything these days it’s just a matter of how loud their voice is and how many people choose to listen to them. How do you think about creating originality and being trusted as an editorial voice in a time where originality seems scarce and AI a Constant cloud. I love the idea that you’re leaning into beauty by the way, best wishes!!” - KV
Thank you for your best wishes! I think this part of your question “it’s just a matter of how loud their voice is and how many people choose to listen to them,” is very interesting. Sadly, the reason many of these people happen to be “experts” and can get so many people to listen is because what they are presenting is technically original (factual or not) or at the very least presented in an original way. Again, it’s just not always…factual. But I’ve always thought that a brand like MC’s value proposition is not only the unlimited access we have to doctors and derms to debunk much of the misinformation that spreads unchecked in the beauty space but also how our team’s rigorous testing standards, historical knowledge (or access to those with historical knowledge), and journalistic integrity that separates us from an AI Cloud. Also, have you ever read anything created from an AI type of situation? It’s weird! Not great! I promise you’d rather read a Marie Claire story.
“In a time where everyone is trying to be a writer (Substack, freelancing, etc.) what sets Marie Claire’s writers apart from the rest? How is the content they produce different from other publications?” - Sydney
I love this question because it dovetails nicely with something I often ask our editors when they pitch stories: why Marie Claire and why now? What is it about this idea that is a fit for this specific brand at this specific moment?
Marie Claire’s writers are ambitious, curious, generous, thought-provoking, and clever— and can always answer the questions above. I encourage anyone who’s writing for the brand to ask the why behind the what (and continue to ask why, why why!). It’s my hope that you can see that in all of the types of stories that run across our platforms from series like The Cost of Starting Your Own Business (surprise, it’s not all roses) to what it’s like for Da’Vine Joy Randolph to get ready for the 2025 Oscars to an exposé on the maternal health crisis in Gaza. This breadth of content (which has always been a part of the Marie Claire DNA) is what our writers can offer to our readers.
“Who is the Marie Claire reader in 2025? i used to love the mag, i haven't read it in years and i know none of my other 20-something friends are either. How is Marie Claire trying to win back readers? or is the mag setting its sights on a new crowd? - Kate
For the last 30 years, Marie Claire has been the brand that speaks to women who are passionate about their careers and the world around them. I don’t think there’s an age minimum or maximum on who that woman is, so come on back please. And tell your friends! Read us in print, but also find us at marieclaire.com and follow us on our various social media platforms. Listen to my podcast and read my newsletter! There, you’ll find content that represents are key brand pillars: power, purpose, and style
I hope when you read Marie Claire it feels like dropping into a group chat with your most ambitious friends. The Marie Claire Mix as I like to call it includes sharp cultural commentary, service-providing features, and robust conversations with women who are changemakers in their respective fields, in addition to well-researched edits of the fashion and beauty essentials you need (but more importantly really, really, want). The Marie Claire woman is interested in leading a life of power and purpose—and with the right beauty and clothing choices she’ll arm herself to do so.
As I see it, there are nuances to the New Marie Claire Reader: She’s a CEO (or strives to be!) but probably wouldn’t refer to herself as a Girlboss. She’s a person of influence, but not necessarily an Influencer with a capital I (though if she is, fantastic!). She appreciates the red carpet, runway trends, and Royals, but also just wants to know about the beauty staples and go-to brands her favorite celebrities actually love and wear. Allison Bornstein (and her three word method) could be her personal stylist in her head, but that’s because the new Marie Claire may not have time to stand in front of her closet agonizing over what to wear, but knows that nailing the perfect outfit really does lend an extra boost of confidence. If Vogue is capital F fashion, Marie Claire’s style coverage is aspirational, yet rooted in reality. Beauty with depth, is the tagline in my head for our beauty overage, which echoes the aforementioned sentiments.
“What drove the focus towards beauty and how do you see that taking shape across the magazine's digital and print presences? Would you consider it a natural evolution of the editorial strategy or a moment to redefine the brand?” - Nat
I’ve been at the brand for 1.5 years. In the first year my focus was bringing my fashion coverage back to the brand. We staffed up, encouraged editors to share their individual thoughts and opinions on products (and tap into our network of experts, sources, and contributors to help with that) and continued to incorporate rigorous writing standards. We’ve seen massive success across the vertical in doing so. Up next, beauty! It’s a natural next step in the editorial strategy, I’d say. A moment to really focus the brand and home in on our editorial POV and voice when it comes to our beauty coverage.
In practice, I see it taking shape with more beauty coverage across all platforms (print, digital, social, newsletter), but also the types of stories that are told through a beauty lens. What does it say about society that the dentist is the new wellness hot spot? Or that fillers are dead? You’ll find these types of stories, in addition to editor-tested product stories across Marie Claire platforms.
“What role/purpose/vision do you see celebrities having within the digital issues and MC in general? Dream booking?”- Natalie
Celebrities who really have something to say will always be interesting not only to myself but the public at large. A MC celebrity (or as I say a character of the MC cinematic universe) is more than just a celebrity. The first print issue under my tenure had Issa Rae on the cover and that was purposeful. I love that she’s an actress, yes, but also a writer, producer, and business owner. The same goes for Halle Berry who we just featured on our September cover and the woman who will be on our March issue (breaking next week). They’re powerhouses in one way or another! My dream booking: Rihanna
“What are some tangible examples of creators doing their own thing that you love?” - Robin
Not to be a suck up, but I do admire what Substack writers like Emily at Feed Me, Casey Lewis of After School, As Seen on by Ochuko Akpovbovbo, The Love List by Jess Graves, Laid Off by Melanie Ehrenkranz and Rachel Karten of Link in Bio are doing. I always learn something new from each send.
“Will Marie Clare dabble at all in the wellness/health space now that there's a greater focus on beauty? I know lines often blur between these categories.” - Lacey
My answer to questions like this is always “Sure why not?!” Send me a strong pitch and we’ll see!
“I am wondering what she thinks about the future of less annoying advertising? I’m thinking about how as an audience member I feel cheated when I get through the middle of something narrative, and an ad jumps out at me.” - Dew
Hmm, I feel that’s a question for a really great UX designer. Simultaneously, I think your use of the word “cheated” is interesting! I’d love to know more about what you mean by that?
Futurewise, a skincare brand based on slugging, is shutting down. Futurewise was a brand from Brand New, the parent company of Starface, Julie, Blip, and Overdrive. It’s the second brand from their portfolio to shut down, after Plus. In a quote to Feed Me, co-founders Brian Bordainick and Julie Schott said, “Futurewise was an experiment we will always remember fondly. While we’re winding it down, we are forever grateful for the people who built it with us and the customers who believed in it. We plan to keep learning, keep building, and keep pushing forward—because that’s what we do.”
Lt. Gov. Dan Patrick of Texas wants to rename the New York Strip Steak to… the Texas Strip Steak.
The Kardashians are Moon Juice customers. For Kylie Jenner’s new fragrance launch, instead of partnering with Erewhon on a smoothie, her team partnered with Moon Juice on drinks. I texted Moon Juice founder Amanda Chantal Bacon to find out more about how the collab came together. “The kardashians have actually been long time Moon Juice users. Kylie’s team reached out about their launch and we alchemized some functional bevs for the launch event. In a world of deep, overly thought out creative marketing moves this was a simple “duh” moment. We’ve had “cosmic in a cup” written on every bev we’ve served for 14 years, her fragrance is called “Cosmic”.”
Everyone thinks they want spicier food after watching Hot Ones. But in reality, they aren’t strong enough. New York chefs are now de-spicing their menus.
What if your favorite bar was the airport? Airports and airlines are investing heavily in VIP lounge cocktail bars, restaurants and blending dining with shopping experiences.
As 2024 came to an end, NYC prep school graduates (and current students..) mourned the closing of The Palace, a mainstay to their initial exposure to the world of nightlife, and likely the first place they ever went out to. The Instagram page still exists with a singular post: a flyer for their ‘One more time’ party on NYE ‘25, which advertised an open bar until 4am. I don’t know how that bash went, but I did receive news this morning about the future of The Palace. Richie Akiva, once the owner of 1OAK, is buying the Palace, as well as The Box, with the backing of the Del Vecchios, the family that founded the global eyewear empire Luxottica. Leonardo Mario del Vecchio, the son of the founder of Luxottica, has been on a hospitality streak, buying the Twiga group from Flavio Briatore last week. I am waiting on a quote from Richie, but I can promise you that we are about to see a club renaissance in New York. According to one friend who works in the nightlife industry in New York, the answer to why clubs are back is, “Really, really simple: Everyone is extremely horny and unfulfilled.”
Into the Gloss published an Oscars week-in-the-life of celebrity stylist Tracey Cunningham. It includes house visits for Jennifer Lopez’s highlights, extra-protein Erewhon smoothies, and a dinner honoring her longevity doctor. This is the Los Angeles beauty and wellness coverage I know and love.
Do you want to be in White Lotus? Or at least stay in it? I would, but being in Koh Samui would do terrible things to my publishing schedule.
BRB, I am alchemizing some functional bevs for the launch event
People are tired of the neatly curated matching lists of the app. Gotta filter for your hair color, religion, politics, hobbies, best angles, chat gpt-generated chat game -- stop, enough of the control freakism and closed mindedness. They're seeking old school chaos and spontaneity. Let's get some people dancing together that have no business ever exchanging numbers let alone going home together under the venture-funded oppression of user profiles. I'm extremely bullish.