Business Insider’s Lauren Johnson talked with Amy King, editor in chief and creative director of The Lily, and Annie Granatstein, director of WP BrandStudio, about the incredible growth and success The Lily has seen in its first year, both on the editorial and business sides.
So, The Lily broadened its distribution with a stand-alone website (built using the Washington Post’s Arc Publishing tools) in February, doubled down on email newsletters and Instagram, and started hosting events like workshops in addition to cranking out social content.
The Lily is also investing in its first big push into video. Earlier this week, The Lily rolled out a series dubbed When Used Correctly, which will focus on commonly asked questions about contraception, and live on Facebook Watch and Instagram’s IGTV video hub. The site even created 300 old-school, 22-page zines that sold out online, and is hosting a zine-making class in New York in July…
King added that she’s interested in “adding unique angles to the news,” particularly when it comes to original reporting. A series of essays called The Anxiety Chronicles tells the stories of women with anxiety, for instance, and articles about sexual assaults dive into how it affects the elderly. The eight-person editorial staff also takes existing stories from The Post, repackages them with new art, and distributes them.