The Reset's prelaunch site.


If there’s anything a working journalist knows today, it’s that change might be right around the corner.

The former newspaper reporter, author and editorial director of the Fragrance Foundation, Lisa Marsh is used to the dislocated pace, and has “reset” her career several times for the digital landscape.

Before turning to her next gig as head of brand voice and content strategy for digital start-up, The Reset, Marsh reflected on her newspaper career, which included stints at The New York Post and WWD.

“I hate to say that the struggle is real but god, the struggle is real,” she said of working in the media industry.

TheReset.com, which launches on Feb. 1, targets Gen X and Baby Boomer women. Marsh is charged with developing stories on beauty, style, health and finance. The content, which will include video, essays, testimonials and features, will aim at the 35-to-65-year-old woman — a broad age range.

“It’s when all the important stuff happens,” she said, explaining that most media companies are focusing on Millennials.

“The thing is, Millennials don’t have as much money but we’re incredibly vital,” Marsh added. “No one is talking to [Gen X and Boomers].

Some of the stories Marsh looks to run will address how to relaunch a business, get remarried, or lighter topics such as how “wearing red lipstick” can “change your life.” The Reset will include works from celebrities and noncelebrities alike, she said.

The notion of speaking to older generations extends to fashion, too, the editor said, which is why company will also sell a private label collection that will include bottoms, tops, jackets, sweaters and blazers. Company chief executive officer and founder Maria Peevey is charged with the development of the collection. Peevey, who founded SimplyShe, will aim to keep prices under $100.

The melding of content and commerce targeting women of a certain age isn’t a totally novel concept.

In the spring, Cindy Weber Cleary and Stephanie Stahl launched Apprécier, a site meant to speak to older consumers who are looking for stylish clothing and reading material. Nonetheless, the market is far from being saturated, and Marsh said she believes that it’s better to run than stand still today.

“I’m a recovering newspaper reporter. For me, over the past few years, I’ve looked at what’s happening in my world. I’ve realized things are changing faster than the people I worked with are changing,” she said. “I realized I had to reset and recalibrate.”

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