Spine Media: sometimes spineless (but fun) content
- j marie claire
- Oct 20, 2021
- 1 min read
Updated: Apr 11, 2024
On the 15th floor in a Midtown building of NYC, I felt the real deal in my first proper B2B writing gig, which connected my content to appropriate advertisers across integrated media channels. This was a publishing environment built on diverse, "clickable" content. Spot the euphemism…!
Job brief: Spine Media in NYC hosts 5+ websites including Your Daily Dish, It's The Vibe, Standard News and Your Bump. Each website's voice welcomed humour and personality. Target audiences varied. Your Bump, for example, was geared towards young parents. The website traffic it received through a carefully considered SEO strategy was large.
There were a number of pieces that I am not quick to boast about which I produced for Spine Media (photobombing dogs... most haunted properties in random US states... celebrities who ruined their career overnight...), but it's important to take pride in the achievements of such written-for-purpose work, when they did the job they were created for. See some examples further down.
Ideas: Personal ideas were proposed at team pitch meetings or were assigned to the writing team by the creative director on a collaborative spreadsheet. Through this, writers claimed the topics they wished to cover, in the form of quizzes, editorials or galleries.
Results: Some examples of these follow below, as does a downloadable PDF of one longform article on racial diversity in TV (despite cringing today at the sheer audacity I had to undertake such a thesis under such constrained conditions! )
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