IAM837- Founder Helps in Digital Publication of Different Story Line

Vanessa is the publisher of East End Taste Magazine, a digital publication based in the Hamptons. She is also a freelance journalist and the founder of the Hamptons Interactive Brunch an annual event that takes place in the Hamptons every summer..

• CEO Hack: Vanessa loves Canva and checks YouTube resources to learn and research new designs
• CEO Nugget: Try to research and find resources before starting over your business and don't be afraid to ask the experts
• CEO Defined: Be in full control of your company and love every aspect, come to work with an open mind, and don't give up

Website: https://eastendtastemagazine.com

Instagram: @eastendtaste

Twitter: @eastendtaste

Facebook: @eastendtaste

Full Interview:

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Transcription

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00:02 – Intro

Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkless values your time and is ready to share with you precisely the information you're in search of. This is the I AM CEO Podcast.

00:30 – Gresham Harkless

Hello. Hello. Hello. This is Gresh from the I AM CEO podcast and I have a very special guest on the show today. I have Vanessa Gordon of East End Taste Magazine. Vanessa, it's awesome having you on the show.

00:39 – Vanessa Gordon

Thank you. Thank you so much for having me. I'm happy to be here.

00:42- Gresham Harkless

No problem. Super excited to have you on as well too. And before we jump in, I want to read a little bit more about Vanessa so you can hear about all these awesome things that she's doing. And Vanessa is the publisher of East End Taste Magazine, a digital publication based in the Hamptons. She is also a freelance journalist and the founder of the Hamptons Interactive Brunch an annual event that takes place in the Hamptons every summer. Vanessa, are you ready to speak to the I AM CEO community?

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01:05 – Vanessa Gordon

Yes, I am.

01:07 – Gresham Harkless

Awesome, let's do it. So to kick everything off, I wanted to hear a little bit more about how you got started. Could you take us through what I call your CEO story? What did you get started with? All the awesome things you're working on.

01:15 – Vanessa Gordon

Sure, yes. So it was soon after graduate school and after my daughter was born, that I wanted just an opportunity to have a creative outlet where at the time I was freelance writing a lot, but I wanted my own platform. And I explored the opportunity just by creating a blog if you will, and it just grew from there. Now, how did it grow? So, for instance, because I was still freelance writing at the time, I would have to go cover events, do interviews, etc. So, as I was slipping people my business card, it said East End taste on it. So people would ask, what is that? So it grew, and it grew from there. It grew very like almost like a snowball effect, but it grew very organically. But I had no business entrepreneurial experience at all.

I had, you know, little bits here and there of editorial experience from my internships in the city. But other than that, and freelance writing no experience whatsoever. So it was a lot of carefully choosing my mentors, if you will, or people that I would look to for advice, and they would direct me. So it was a lot of trial and error in the beginning. And I didn't push it to a full-fledged business until 2018, or just under 2 years ago. It became a digital publication in 2016, but I didn't take it seriously in terms of monetizing and strengthening the platform. But it's quite incredible when I've dedicated my time to it, how fast it has grown. Now, mind you, I do have, you know, I have a family, I have 2 young children, so there is a limitation to what I can do regularly. But when I work hard, I give it my all.

02:52 – Gresham Harkless

Yeah, absolutely. It goes to show you just how that focus has an opportunity to take things to another level. And I love, and I think sometimes some of the best things don't necessarily grow with, oh, I'm going to create this really great publication, but it kind of grows with you. Just, it sounds like just kind of building and growing it. It starts organically built like that snowball you mentioned before.

03:11 – Vanessa Gordon

Certainly. I mean, I initially just wanted to focus on the Hamptons or eastern Long Island region. But because I've developed an even more of an interest in traveling, I've incorporated that now, and that's actually become the focal point. We do specialty food. There's a, now we just launched a real estate component to it. We like to see where the market is or what people are looking at. So we're doing a lot of research on the back end. So it's very fascinating to see where the coverage goes.

03:40 – Gresham Harkless

Yeah. And that evolution is always fun as you get to have different arms or so, so to speak to the publication and grow from there. So I know you touched on some of the things you're adding on as well. So can you take us through a lot of how, the ways in which I should say you serve the clients that you work with, and how and what we can find on the sites?

03:58 – Vanessa Gordon

Sure, so what's really cool about us is not only are we editing we have the editorial side to it. We also have that experiential marketing side with the events with the Hamptons interactive brunch. So we're doing now we've transitioned to hopefully next summer, we'll be doing smaller events or making it a brunch series, having them be no more than like 20, 25, 30 people, as opposed to 150 or over 200, like we've had within those past 2 years, so I'm speaking 2018 and 2019. So have them become very, very specific focal points.

So for instance, we may do an event that's only focused on cruelty-free or being in wellness, then we may have a specialty food focus. So we're developing that. So what's so unique about us is there are so many different ways to work with us. It's not just the editorial side. There's the social media platforms. I also have my radio broadcast with Long Island radio broadcasting. I do have a column with the independent newspaper out here, but that has since merged with dance papers or Dance Hampton media. So we'll see where everything is going just because of what's been going on lately. There's a lot of shifting going on. So we're doing our best though.

05:12 – Gresham Harkless

Yeah, absolutely. It definitely is a shifting environment for every industry and every area of the world as well. So it's great to hear that you've been able to kind of be like water, so to speak, and being able to move and evolve and to change as things start to happen. And so you might have already touched on this, but I wanted to ask you now for what I call your secret sauce. And this could be for you individually or your business or a combination of both. But what do you feel kind of sets you apart and makes you unique?

05:37 – Vanessa Gordon

Sure. I think with us, in particular, are the strong connections that we've manifested over the years and how we are so in touch with so many, you know, so many different entities that we don't even publicize. There are so many opportunities to work with us that I never, you know, I never tell people, hey, it's cut and dry, this, this, and that. I'm always, you know, willing and able to explore different opportunities and methods for working with us. What's particularly so unique about us is our readership we have about a 35-40% New York-based readership, but we also have that international component as well. We are the only publication on the island that has such a strong international readership. So yeah, and particularly with our readership within the UK, Ireland, Italy, and I think Germany is 1 of the top 4.

06:35 – Gresham Harkless

Okay, that's interesting. Do you feel like, I know you mentioned that travel aspect, do you feel like that is in relation to the travel and where you've been able to kind of bring in that audience as well?

06:44 – Vanessa Gordon

Yes, I mean, that's what people are craving the most in terms of coverage. So every time I've noticed that I've had an internationally-based story published that always seems to do extremely well. And not necessarily because people travel there a lot or want to travel there is that fascination with perhaps that region. So it's really interesting now where, you know, our demographic of readers, we either have readers that are, you know, aligned with the Hamptons aesthetic, that, you know, upper class, who can afford, you know, these types of travel opportunities, and there are ones that more aspire to that. So it's very, very fascinating.

07:21 – Gresham Harkless

That's awesome. And you know what I hear when you're explaining that, you just really, I think you spoke on to really understanding the, I hate to call it the data, but just the information, who exactly you're targeting, and be able to kind of be, I guess, in front of what they're potentially searching for. So by the time you search it, it sounds like your content and your information and even the experiential events you have are catered to that.

07:43 – Vanessa Gordon
Yes. So We're always very careful to make sure that our content is aligned with our readership. In the beginning, you know, it's tricky because sometimes things that I love, people aren't necessarily interested in. That is what's so fascinating about this. I'm original, I truly just wanted this platform to express things that I loved, but now I've gone outside in. I'm tailoring literally now almost everything to what other people like. That is what's so tough, honestly. I mean, it's fascinating in terms of, you know, people are telling me they want more upscale interior design. They can't get enough of it. They want more like kitchen decor. And I'm like, what? I'm not, you know, that's not my specialty. So now I've had to make it my specialty if that makes sense.

08:31 – Gresham Harkless

Yeah, absolutely. And it's so important like I think so many times, like in business especially, sometimes we get lost in the things that we love. And while sometimes that is right in line with what people are looking for, sometimes it's not, and you kind of have to be able to understand this is the mission, this is what we're trying to accomplish, and how can we serve and create the solutions for that rather than get stuck in, oh, I love this, I only wanna write about this. So I love that you've been able to make that pivot.

08:52 – Vanessa Gordon

Yes, and we're doing that even more now that we're focusing on that real estate component. So we're gonna be, we have a lot of fun stories coming up and then the biggest aspect is juggling all of this. I mean, it's a lot, but we're so we're very, very limited to what we can publish on a monthly basis.

09:07 – Gresham Harkless

Yeah, absolutely. You kind of have to be very, sounds like very focused on the things that will move the needle the most rather than, you know, always doing like the quantity from that aspect and having a lot of value.

09:17 – Vanessa Gordon

That's it. So it's so hard to explain to some people who are pitching us that we have a 6 to it. I think now we're at weeks. We have an 8-week editorial. You know, we're out 8 weeks now and people have a hard time comprehending that. And the line is simple. It's as simple as you know we may have 10 or 12 or 15 different storylines ready to go but we have to get those in and that is 8 weeks easily.

09:44 – Gresham Harkless

Yeah well, I definitely understand that from the podcast world. I definitely know being able to kind of plan out as far as advanced allows you to kind of focus on and provide as much value as possible. So I wanted to switch gears a little bit and I wanted to ask you for what I call a CEO hack. So this could be like an app, a book, or a habit that you have, but what's something that makes you more effective and efficient?

10:05 – Vanessa Gordon

Oh gosh, well I would, I really can't think of anything specific, but what I like to do a lot of times is literally just search YouTube. So say, for instance, right now we are focusing on upgrading our, mailing lists or our, layout for our mailing lists, in terms of the design. So honestly, what I do is, I mean, I love Canva CANVA, it's my go-to, it's so, It's so funny when you kind of lift the hood so to say, it's not anything too fancy. It's all out there. Those resources are out there for anyone that's willing to grab them. But I will say this, I'm always on YouTube for just searching ways to bump up your design or you know do this or that so fast everything you can find all the free information and I emphasize free information out there.

10:59 – Gresham Harkless

Yeah absolutely I often say that sometimes I go to, I went to a YouTube university or Google university because if you have the power to be able to search for stuff, there is a ridiculous amount of information out there. And I think not that many people go the extra, I won't even say go the extra mile. It's like half a mile sometimes and just finding stuff and being able to drill down and learn how to do some of these things

11:20 – Vanessa Gordon

That's what I do I literally just set the time because I truly believe in The motto of if you want you want to get something done. You have to do it yourself Not like I like to I don't I'm not a micromanager by any means but if I want something done I just Press the stop button. I am the one who goes in and looks it up

11:40 – Gresham Harkless

Yeah, and that's so huge and I think so many times that especially when we're trying to build and grow a business So many people say they don't have this resource or that resource, but I've heard this quote where you want to build your resourcefulness, so to speak, and you're really tied into that and figure out how exactly you can make something happen rather than what you don't have.

11:58 – Vanessa Gordon

Right. That's it. I think that Every CEO really has to have a grasp on every, at least a little bit of every little component. You know, because there might be something that, you know, someone that's working under you doesn't see, or you really wanna make sure you're covering all your bases.

12:12 – Gresham Harkless

Yeah, absolutely. You have that varied and wide knowledge and information. So I wanted to ask you now for what I call a CEO nugget. And this could be a word of wisdom or a piece of advice. It might be something if you were to hop into a time machine, you would tell your younger business self.

12:28 – Vanessa Gordon

Oh gosh, honestly, for me, it would be just being more, I would say savvy in terms of knowing what resources are out there rather than trying to search for, for instance, instead of, how do you say, just going with like, so say if you're looking for a service or looking for something specific, going with the first person or someone that's maybe the least expensive, think about the long-term investment. So for instance, in a way, I wish that I had asked people around me for resources in terms of me just searching and just finding someone, okay, let me just go with them because they seem like the most reasonably priced and you know, you know, rushing through it. So definitely take your time and don't be afraid to be, you know, be a little tough and you know, ask very hard questions in an interview.

13:28 – Gresham Harkless

Yeah, that's absolutely huge. And I think especially, you know, with bringing people on your team and so many shapes or forms that we're able to do. I love how that to me even dials into your hack because I think once you have that knowledge and information, you can start to ask those tough questions I think sometimes we have no idea about what we're hiring for, but we hear that we need to hire and sometimes that person isn't necessarily the right fit for what we need.

13:50 – Vanessa Gordon

Right. That's it. Yeah. You don't even know. So, I see all these things that, oh, I could use this, I could use that. I'm like, why? What? Sometimes I'm also afraid to ask like, what is that? If that makes it like, what does that mean? And sometimes that's another thing too, is like, don't be afraid to ask those. They may sound silly but don't be afraid to ask those questions. Can't know. We can't know everything right away.

14:13 – Gresham Harkless

No, that's, that's so huge. And I think so many times you have to have that balance between, being the person that's able to kind of build and see a vision and excel and execute on that and being able to kind of have the humility to be able to say, hey, this is something I don't know. So can you explain it to me? What does this mean and be able to kind of build your information from there? That's it. Awesome. So now I want to ask you my absolute favorite question, which is the definition of what it means to be a CEO. And we're hoping to have different quote-unquote CEOs on the show. So Vanessa, what does being a CEO mean to you?

14:44 – Vanessa Gordon

Oh gosh. Well for me being a CEO, not only means being in full control of your company, but loving every aspect and coming to work every single day, with an open mind, but also ready to work and get stuff done and to truly never ever give up. See, that's a huge responsibility and you really have to embrace not only the role but every single component under you as well. So you, there's a lot that's entailed but it has to all be worth it.

15:16 – Gresham Harkless

Yeah, absolutely. I think so many times we can fall in love with one aspect of it, but not love the other aspect of it, but you kind of have to love it, the good and the bad because it all is what makes what you're trying to do worth it.

15:28 – Vanessa Gordon

That's it.

15:30 – Gresham Harkless

Awesome. Awesome. Awesome. Well, Vanessa truly appreciates that. I appreciate your time even more. What I wanted to do was pass you the mic, so to speak, just to see if there's anything additional you can let our readers and listeners know, and of course, how best they can get a hold of you and find out all about all the awesome things you and your team are working on.

15:44 – Vanessa Gordon

Oh, sure, Thank you so much for having me. I love hearing from people, so anyone is free to email me or reach out to me through our social media platforms anytime. We can be found at EastEndTaste on Twitter, Facebook, Pinterest, and Instagram, and at Hampton's interactive brunch just on Instagram. And we are East East End taste magazine.com.

16:07 – Gresham Harkless

Awesome. Awesome. Awesome. We will definitely have those links and information that were shown to us as well. So you can click through and find out about all the awesome things that Vanessa is working on. But I truly appreciate you and your time and all the awesome things you're doing. And I hope you have a phenomenal day.

16:22 – Outro

Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.

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