Anne Fulenwider, Marie Claire

Anne Fulenwider

Finding Your Voice

Editors’ Note

Anne Fulenwider was named to her current post in September 2012. Before this, she had been Editor in Chief of Brides since October 2011. Prior to this, she served as Executive Editor of Marie Claire for two years, starting in September of 2009. Previously, Fulenwider served as Senior Articles Editor at Vanity Fair. Before this, she was a senior editor at The Paris Review, and served as the research assistant to George Plimpton as he wrote the book, Truman Capote. Fulenwider graduated Magna Cum Laude with a B.A. in English and American Literature from Harvard University in 1995.

Company Brief

Marie Claire (www.marieclaire.com) is published in 35 countries and is read by more than 15 million people worldwide. The magazine was founded in 1937 by French industrialist Jean Prouvost, whose goal was to present the realities of life mixed with fashion and beauty coverage.

Why has this brand withstood the test of time?

This is a wonderful time for women in the marketplace, and for diversity. It’s a great time to profile women “doers.” We have been doing something called “Marie Claire @Work” for four years now. As women are taking on more leadership roles, we are highlighting their achievements, and talking to them about their challenges and passions.

Marie Claire is turning 20 years old in the U.S. in 2014, and this gives us a great opportunity to tell the story of how women’s lives have changed in this country over that time.

We dive into women’s lives, and find out what they’re passionate about, such as their fashion and beauty choices, their careers, and what they do with their time off.

What makes a brand unique in this space?

It’s all about finding your voice and your tribe of women, because this is what defines a magazine these days.

We’re going for a woman who is incredibly socially engaged; who loves fashion, but is passionate about global issues and giving back to the community, which she can do now more easily because of social media. She has a bit of attitude; she downloads songs the minute they come out, and sees a movie on opening weekend. She cares about making a difference in the world.

Today’s reader knows what is authentic and what is not. Marie Claire has a specific voice; we’re like your older sister or cousin who went to France over the summer and learned some things in Europe and we’re giving you a sneak peak – we’re opening it up to you. We have one million Twitter followers and three TV shows. We’re also a social media savvy brand, out on the street with you taking tons of pictures and asking you to share your experiences with us.

What makes for a successful editor today?

First, you need to surround yourself with a team of people who are excellent at what they do.

Second, you need to communicate your vision for the brand to the team and have everyone on the same page, working together, to execute that vision, because magazines are collaborative.

Third, you need to be able to spread that vision out into the world through all the channels available, be that print and digital magazines, social media channels, the Web, TV, press efforts, and through good old-fashioned word-of-mouth.

But, essentially, it comes down to vision and voice.