In 1995, New York magazine declared Martha Stewart the “Definitive American Woman of Our Time.” And, as the saying goes, sort of, behind every Definitive American Woman of Our Time is another Definitive American Woman of Our Time. And that’s today’s guest, designer Gael Towey.
But let’s back up. It’s 1982, and Martha Stewart, then known as the “domestic goddess” — or some other equally dismissive moniker — published her first book, Entertaining. It was a blockbuster success that was soon followed by a torrent of food, decorating, and lifestyle bestsellers.
In 1990, after a few years making books with the likes of Jackie Onassis, Irving Penn, Arthur Miller, and, yes, Martha Stewart, Towey and her Clarkson Potter colleague, Isolde Motley, were lured away by Stewart, who had struck a deal with Time Inc. to conceive and launch a new magazine.
Towey’s modest assignment? Define and create the Martha Stewart brand. Put a face to the name. From scratch. And then distill it across a rapidly expanding media and retail empire.
In the process, Stewart, Motley, and Towey redefined everything about not only women’s magazines, but the media industry itself — and spawned imitations from Oprah, Rachael, and even Rosie.
By the turn of the millennium, Martha Stewart Living Omnimedia, as it was rebranded in 1997, included seven magazines, multiple TV projects, a paint collection with Sherwin-Williams, a mail-order catalog, Martha by Mail, multimillion-dollar deals with retailers Kmart, Home Depot, and Macy’s, a line of crafts for Michael’s, a custom furniture brand with Bernhardt, and even more bestselling books. And the responsibility for the visual identity of all of it fell to Towey and her incredibly talented team. It was a massive job.
We talk to Towey about her early years in New Jersey, about being torn between two men (“Pierre” and Stephen), eating frog legs with Condé Nast’s notorious editorial director, Alexander Liberman, and, about how, when all is said and done, life is about making beautiful things with extraordinary people.
Read the full episode transcript here.
Print Is Dead (Long Live Print!) is a podcast about magazines and the people who made (and make) them. Magazines that combined thought-provoking attitudes and values with a distinctive look and feel, and cast a long and powerful shadow on American culture and public discourse. Hear stories and learn lessons from legendary designers, editors, writers, publishers, photographers, illustrators, photo editors, and more—stories and lessons that capture a magical history of innovation and inspiration, and that point the way forward. We’ll go deep into the lives and careers of this astonishingly talented group of creators, and tease out what these giants—past and present—have to teach the next generation of creators.
If you’re in the magazine business—if you’re in any business focused on content creation—this podcast is for you.
This episode is a special collaboration with The Spread and is made possible by PIDLLP sponsors Commercial Type, Mountain Gazette, and Freeport Press.
The team behind Print is Dead (Long Live Print!) also produces The Full Bleed, a podcast about the future of magazines and the magazines of the future.
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