Yelena Fairfax is an award-nominated journalist specialising in both print and digital publications. She has almost 15 years experience working in the media industry, and in November 2016 launched fashion, beauty and lifestyle news website Husskie – which focuses on the lives of influencers and inspirers. Previous to that, she held editorial positions at Bauer Media and at Express Media Group. Yelena is often called upon for her knowledge in the influencer realm and will be speaking on the panel at “The Insiders’ guide to being a Digital Influencer” on Wednesday 1 March.
What drew you to the publishing industry, and what keeps you in it?
Growing up, there was never any doubt I was going to get into publishing. Every time I went to the supermarket, I would beg my parents to buy the latest fashion magazine – that I would then carefully hold onto long past devouring every page. Fast forward 12 years, and while those magazines have since been replaced by digital offerings, I continue to be enthralled by the fashion and beauty take-outs delivered by the medium; only this time I’m right in the middle of creating them.
How will Husskie satisfy and add to people’s fascination with bloggers and influencers?
Husskie gives readers a glimpse into the real lives of influencers and bloggers – exploring what happens when they put down the iPhone or camera. At Husskie, we dive deeper than any other publication into what makes an influencer tick: their biggest fears, their pinch-me moments, what makes them tick, and why they do what they do. In each interview, we think from the mind of the reader – prying into those questions they are wanting to ask of their favourite influencer/blogger.
If a company wanted to use an influencer to promote their brand or message, what is the best way to engage with them?
Personalisation! Always, always be personal. Influencers are contacted every single day with brands and companies looking to work with them – and an auto-generated message can be detected a mile away. If you want to work with an influencer, stand out to them by demonstrating how your brand is a good fit through tailored and targeted messaging.
What’s proving to be the most popular part of Husskie?
Readers are loving the long-form interviews with influencers and inspirers. Another highly successful section is the 50 Questions segment – a feature published each Monday that gives bite-sized snapshots into all aspects of an influencer’s life and career.