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Nieman Lab: The Washington Post’s The Lily is building its Instagram aesthetic and sharing news with millennial women in the process

June 27, 2018 at 11:27 AM

Nieman Lab’s Christine Schmidt talked with Lily editor-in-chief and creative director Amy King about the publication’s success in its first year, what the team has learned and plans for year two. From the story:

Now, 12 months into The Lily 2.0, its content is growing on Instagram, Facebook Watch, email inboxes, Apple News, and yes, even in print. And what a year it’s been.

The Lily seems aptly positioned to do what others weren’t: amplify the voices of women from its core — while sticking to distributed content, with a much more intentional dash of aesthetic.

In its first 12 months of existence, the eight-person team has grown the audience to 18,000 Instagram followers, runs about 10 stories a day, and tripled page views on its site in the first quarter of 2018. It moved the site from Medium to Arc, the Post’s publishing system, in February, and started featuring The Lily’s content in a side module on the Washington Post site. “People are talking about women a lot these days and you can’t just have that conversation in a vacuum,” King said.

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