March 9, 2016
Skimm’d over Pinot Grigio and popcorn in a Bullseye cup.
REPEAT AFTER ME …
WHAT TO SAY TO YOUR CO-WORKER WHEN YOU HEAR THAT THESKIMM CO-FOUNDERS ARE VISITING YOUR OFFICE …
Better get there early. This week, theSkimm’s leading ladies, Carly Zakin and Danielle Weisberg, flew to Minne to join Target’s Senior Vice President of Communications Dustee Jenkins and the headquarters team for a dose of the #SkimmLife. And cocktails. Clink. No surprise, it was standing room only.
They came for one of Target’s Outer Spaces innovation talks, to tell our team all about making the jump from NBC News producers to CEOs of a news outlet with 1.5 million+ daily readers. Oh yeah, and what it felt like when their big idea took off. (NBD.) Danielle’s the one who cheers on the Chicago Cubs from New York. Carly’s the one who loves documentaries and makes a mean soufflé. And Target’s the one with the big red carts. Our Women’s Business Council co-hosted the event in honor of Women’s History Month. Go, girls.
The friends and former roommates gave Team Tar-zhay the scoop on how theSkimm was born. Think: A highlight reel of top news for their friends—lots of millennials, smart people with good jobs, wanting to know more about world events outside their chosen fields. (But reading and watching traditional news outlets? Just. Wasn’t. Happening.) Why an early-morning email? To hit that sweet spot in the morning routine when people first roll out of bed and check their phones. The first batch of Skimm’ers said “pass it on” to more friends, and readership grew. Then word hit The Today Show, and things escalated quickly. These days, their Skimm’bassadors—an army of 12,000+ grass roots enthusiasts—continue to spread the word. Note: Skimm’bassadors are everywhere. A few were even spotted among Target’s team member audience.
AND THESKIMM TEAM IS STILL INNOVATING?
Yep. The team’s goal is to make it easier to be smarter. Storytelling is a key word around theSkimmHQ. But coverage of major events—from the Greek debt crisis to Oscar nominations—can stretch on for days. So when the media says “It’s complicated,” the team creates Skimm Guides and other resources to help break things down. You’re welcome.
WHAT ELSE DID THEY TALK ABOUT?
A little thing called “election year.” A non-partisan project called Skimm the Vote—including rapid-fire interviews with multiple 2016 presidential candidates and a calendar of events—is helping their readers feel more informed than ever about the upcoming election. (Proud moment.) Also, there were plenty of tips on how their team decides which content, business ventures and partnerships feel right for their audience. Hint: You probably won’t see “theSkimm video game” anytime soon. Target’s always thinking about how to make better decisions for our guests too. So talking “shop” just took on a whole new meaning.
The event was a celebration of strong, powerful women (cough, Danielle and Carly, cough) who are brave enough to take risks and change the game—and share their smarts with others. Example? Having a sense of humor always helps. Turns out, our teams have a lot in common.
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