MEDIA students in the corporate area, particularly those attending the Caribbean Institute of Media and Communication (CARIMAC) on Thursday benefited from a lifestyle lecture by the Jamaica Observer.Imaging Self: The Real World of Lifestyle Journalism, the lecture was held in collaboration with the CARIMAC Students Society (CSS), and is a part of activities by the newspaper to celebrate Page 2’s 10th anniversary. It featured Observer’s Managing Director Danville Walker; Head of Marketing, Advertising and Communication Natalie Chin; and Senior Associate Editor–Lifestyle and Social Content and Page 2 conceptualizer Novia McDonald-White. 

Dubbed

In attendance were CARIMAC and other UWI students, media students from the University of Technology, students who are a part of the Press Club at Wolmer’s Boys’ School, members of corporate Jamaica and others who were lucky enough to secure a seat among the 100 guests.

The conversation focused heavily on the business of lifestyle journalism and its monetary value to the Observer. Chin noted that lifestyle at Observer secures up to 70% of their revenue.  Walker pointed out that most of the lifestyle content is centred on businesses; the food is from a restaurant, fashion from a designer, products from a distributor and so on.

McDonald-White spoke mostly to the content side of lifestyle journalism, inserting bits of advice in her responses to questions posed.

“Invest in yourself,” is one poignant piece of advice that she posited as well as, “Be prepared to work hard. Convince people to believe in you.”

McDonald-Whyte also spoke to what accounts for the success of Page 2.

“Don’t get I twisted, if we failed we would not be having this conversation,” she said.

“We carry eight or six pics depending on the size. Of course page 2 is exclusive,” Whyte responded to a question as to the exclusivity of Page 2.

By way of working points, she explained that those that work with her must understand that “not every plate of food is scrumptious. Not every person is well-dressed. Help people help themselves,” she counselled.

President of CSS Joel Nomdarkham thought the lecture was successful.

“We got more insight into lifestyle journalism as a whole; to see how it is beneficial to the newspaper and to not just look at it [in terms of] the pre-conceived notion is that it is ‘fluff’ and lacks depth. While we benefited from the seeing the business side of things, a heavier focus could have been placed on the lifestyle itself, for example the criteria to make Page 2 etc,” Nomdarkham noted.

He also thought that the fact that the lecture was able to capture media students not only from UWI but UTECH, the high schoolers from Wolmer’s and other guests reflects the success of the event,  as the aim was to facilitate an open discussion to everyone who was interested.

Here are how some of the participants felt about it:Daniel Blake (Third Year – Journalism): I think it was productive because it was something different. Usually we learn about the different types of media, for example we know about the newspaper, we know about print. But to learn something as simple as lifestyle–Page 2–just shows that there is more to the media that meets the eyes. And to get people who are heavily involved in the media really helps and will help people like me who want to be journalists and media practitioners.

Sashana  Small (First Year – Journalism): I thought it was a really good lecture. We were exposed to this whole lifestyle journalism. And I think as a journalism major, it is important for me to be exposed to all areas of journalism. I want to go into hardcore serious news but I still want to be exposed to other areas, and this really helped me out. I’m happy I came.

Brian Pitter (Wolmer’s CAPE 1): I think it was an eye opening experience as it relates to the hard work and dedication that the job of journalism entails. The key thing I learnt, especially from Novia, is that no matter what profession, as a young and upcoming person you always have to invest in yourself.

–Aldane Walters