Jan 18, 2018 / in Media Blog / by Anna Jasinski

Sometimes in the process of news gathering or carrying out coverage, a defining moment happens to a news agency or blog. Welcome to our Beyond Bylines series: Five questions about the big stories you’re covering.

The first U.S. newspaper for and run by women was established in 1849.

The Washington Post is bringing it back to life with its new experimental site for millennial women, The Lily.

Launched in June 2017, the site is a first-of-its-kind project for The Post. Its mission is to empower and inform on of-the-moment stories that are important for its audience — calling attention to a diverse set of perspectives.

The Lily is “a place for the curious minded and for those who want to be heard,” it says, on the site. “Expect to feel uncomfortable. To agree and then passionately disagree.”

Its platform-specific storytelling is found on Medium, Facebook, Instagram and Twitter. Readers can also subscribe to a twice-weekly newsletter, called Lily Lines, to get highly-curated news delivered straight to their inbox.

We spoke with The Lily’s editor-in-chief and creative director Amy King, who pitched the site concept. Here’s what she had to say about The Post’s pop-up publication for women.

1. What drove the idea for The Lily? Why did The Post need this site right now?

I work on a team called Emerging News Products, and our goal is to reach new audiences. The Lily was started as a way to reach millennial women and deepen our engagement with this audience.  Every day, The Post publishes articles about women or that elevate issues critical to women’s lives. With The Lily, we can provide even more visibility to these important stories by surfacing them for our audience across a number of social channels. We also offer original content.

2. The Lily has a very unique, bold design. What’s the inspiration or reasoning behind it?

The design is purposefully contrary to what people are used to seeing for this audience. There was a general sense on our team that women are tired of pink publications full of abbreviations and slang. Aesthetically, the goal is classic and striking. Editorially, we want to have a normal, intelligent conversation with our readers. We are reaching people in social feeds. In these streams of endless words and images, I knew it’d be necessary to create an instantly recognizable brand that stands out and people could come to trust. Both our visual and editorial voice were crafted to give people a reading experience they cannot find elsewhere.

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About Anna Jasinski

Anna Jasinski is a former senior manager of audience relations at Cision, and a former magazine journalist. Follow her on Twitter at @annamjasinski.