Posted by CB Magazine on Jumat, 20 Februari 2015 |
Gaya Hidup
“She’s someone who’s very trend-conscious, not only in beauty and
fashion but also in pop culture. She goes to art fairs and has an
opinion on the artists. She knows that the left shark in Katy Perry’s
Super Bowl halftime performance messed up. Basically she’s very aware of
what’s going on.”
Cai Subijano is describing the kind of woman that subscribes to
Preen, the newest lifestyle portal created by Hinge Inquirer
Publications and Inquirer.net, which she edits. But she could also be
describing herself. At 26, she’s worked for several years in the print
industry, clocking in innumerable hours—first as editorial assistant at
Mega, then as sub-editor at Philippine Star’s YStyle section, and as
founding editor of Scout.
While Preen is a different playground, Subijano is ready to play.
“When a lifestyle website identifies its orientation as fashion, its
content is mostly just that, maybe with a little bit of beauty. If it’s
entertainment, then it’s only that. With Preen, it’s a whole new
approach, at least locally,” says Subijano.
One-stop online shop
She cites the scope of topics to be found at the website: “We have
fashion and beauty sections, we have a profile section, a culture
section and a food section—those are our main pillars. You’ll find all
of these in a magazine, but there’s no local website yet that puts them
together in one place. Basically, we’re taking a print approach to going
online. Internationally, we’re not the first to do that, but why not be
the first to do it here,? Why not just get everything you need to know
in one place?”
A voracious consumer of lifestyle news and stories, Subijano was the
ideal candidate to run this new ship. “Preen talks to the fast-tracker
female, someone who’s upwardly mobile and forward-thinking. Cai fits
that profile and understands that market,” says Preen publisher Bea
Ledesma.
“With Preen, I want to change the local perception that online
lifestyle publications are shallow—not to say that other websites are
shallow or stupid,” Subjiano says. “But if you’re an outsider, it’s easy
to make that conclusion and not know any better.”
Preen is also embracing the Internet culture, as she calls it, with
the editors injecting a bit of themselves into the content just to give
the website a personality and make it more relatable. It still abides,
though, by the classic guidelines of print, something Subijano and
Preen’s editor at large Ria Prieto know very well.
“Things like minding our grammar, editing our work. I definitely
don’t want to waste someone else’s time with something they could have
read somewhere else,” Subijano says.
She admits Preen came at an opportune time: “When Bea talked to me
how online is the way of the future and asked me if I wanted to handle
this new project, my knee-jerk reaction was ‘Yes!’ It was an answer
borne out of fatigue … but I realized it turned out to be the right
move.”
The lifestyle site is set to go live on the first week of March.
“Preen definitely doesn’t believe in hard sell,” Subijano points out.
“We say what the readers need to know but no more than what we need to.
We write about things we believe in. That integrity is the most
important thing.”
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