CoverAwards' Exclusive Interview: OK!'s Executive Editor Rob Shuter

Shuter on Kent Brownridge, Transitioning from PR to Edit, and More!

A few days ago CoverAwards spoke exclusively with OK! Magazine’s Rob Shuter, who has successfully transitioned from the world of PR to editorial.   And, we asked him how he did it and if he would share advice to others looking to make this transition.

But, yesterday OK made a big announcement.  The magazine hired Kent Brownridge, formerly of Alpha Media and Wenner Media, as OK! USA’s GM.  Before we get to our full interview with Rob, here’s what he had to say about the appointment of Brownridge to GM:

“Everyone is excited about Kent joining the team,” said Rob Shuter, Executive Editor, OK! Magazine.  “Kent is here to add additional experience to the amazing talent we’ve already got in Sarah [Ivens] and Tom [Morrisey]. He’s joining the magazine in a time of growth (19 percent at newsstand, 12 percent in circulation), where we are standing out from the crowd, but the new challenge is to go further. We’re not satisfied with resting on our laurels. We want to continue to grow.”

Make the jump for our full interview on Rob’s transition from PR to editorial:

How long have you been at OK! and how would you describe the experience?

I’ve been at OK! for 2 years, and it’s been amazing ­ the best working experience I have ever had. The magazine is full of creative, smart and fun individuals, and we’ve developed an environment that empowers every single member of the team.  Under Sarah’s leadership OK! is the only celebrity weekly that is flourishing — up 19% on newsstands — while also thriving internationally, in 19 other countries with more launches to follow.

Do you miss working in the PR world?

I loved that part of my work life, but nothing can compare to working at the fastest growing magazine in the world — one that’s brought so many huge exclusives to its readers. We’ve covered everything from Jamie Lynn’s  pregnancy to Britney Spears’ first sit- down interview in over 2 years and more baby and wedding exclusives than anyone else.  To see OK! breaking news on The Today Show, Entertainment Tonight and CNN is thrilling. In addition, the number of high-level publicists calling to pitch exclusives to OK! before they call any other magazine is fantastic.

What would be your advice to individuals in PR that would like to make the jump to editorial?

Make sure you’re going to a magazine that you believe in and that believes in you. You must be proud of the product and be open to the process of learning new skills. I’m lucky to have had amazing mentors in both worlds. My advice to anyone is simple  find something you love to do and do it. If you’re not happy every day, then make a change. Think big and you can make your future be whatever you want it to be.

Has it been a difficult transition for you?

It’s been fun and exciting. Everything that’s worth doing is difficult, but the learning process has been amazing. Support from friends in both the PR and editorial worlds has been great. I had a lot of advice before I came to OK! from both sides. Haters will always exist, but thankfully they all seem to work at a different weekly magazine. At OK! everyone believes it’s not about us, it’s about the reader!

Are you still involved in OK!’s PR efforts?

No. Sarah and myself were lucky enough to find Brian Strong. He’s a gifted publicist who has guided the OK! brand in America.  Under Brian, the magazine is now the first choice for many entertainment shows, news shows and morning television. We are now in all the right places and seen as the experts on every A-list celebrity, not only in America but across the world.

Anything else you would like to add?

OK! is celebrity-fair. We break news and also have access to celebrities that other weeklies would love to have. We have magazines and full staffs in every major city around the world that make sure no matter where a celebrity might be, so is OK!