“Every single one of our stories better be worthy of a dinner party conversation. If it’s not, then we didn’t do our job correctly. I think that’s what sets us apart and what has made Eide successful in such a short amount of time. “
World Culture and Southern Style
As part of my exploration of Eide’s summer issue, I had the opportunity to sit down with the magazine’s founder, CEO, and Editor-in-Chief Tova Gelfond for an exclusive look into the creative process that goes into each issue. Tova’s candor and enthusiasm about Eide allowed our meeting to evolve from an interview to an easy dialog among two writers who share a mutual appreciation for world culture and southern style.
Each Story Has to be Timeless
First, I wanted to learn how a typical issue of Eide is composed, specifically how the concepts of the issues, like adventure, are crafted. Tova explained that one of Eide’s goals is to “keep the readers learning and guessing.” After exploring the Adventure Issue, I believe this is one of Eide’s key strengths – the ability to dispel preconceived notions about a topic and shift the perception of a particular subject matter. Unlike the average periodical, at Eide, “each story [also] has to be timeless.” “You could pick up [an issue] in a year and the stories would still be relevant.” This element of timelessness is how Eide creates a publication that makes a lasting impression on its readers.
What Makes a News Source Valuable?
In a digital world where people are constantly craving instantaneous, up to date information, I wondered how a young periodical finds success. How are Eide’s readers unique if they’re coming to a periodical with an element of timelessness? To answer this question, Tova posed another: “what makes a news source valuable?” Decades ago, a source’s reputation was based on “who broke the story first.” Now, a source’s significance is based on whether you value and trust that source. Tova went on to say that she believes this shift not only accounts for Eide’s rapport with its readers but also accounts for the growth of the blogging community. As a blogger, this affirmed that it’s not only the content but also my unique writing style, tone, and voice that help to build connections with my readers.
The Voice of Fashion in the South
Part of Eide’s mission is to craft an “enlightened narrative” with each issue. An essential part of a narrative is, of course, the narrator. Tova acknowledged that Eide’s voice has been cultivated over time with the contribution of different perspectives from different writers. However, she believes that one of the biggest successes of the publication is that it’s the only magazine showcasing Southern fashion from a Southern perspective. Eide is emerging as the voice of fashion in the South. Tova’s words hit home. I was born and raised in Atlanta, and my first fashion influences originated in the South. Now that I’ve moved to a different region, I’ve realized how much my style reflects Southern culture and noticed how others infuse Southern fashion into their own style. Tova noted that in recent years “the stylish aesthetic of the South [has been] reigning in a lot of ways.” This is part of makes Eide, a national publication with Southern roots, so exciting.
If Part II of my exploration of Eide’s summer issue has left you craving more, you can read the digital editions of past and present issues online or purchase the print editions at Barnes & Noble locations nationwide and at select Whole Foods stores and specialty boutiques in the Southeast.