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SAY Media's Troy Young and Remodelista's Julie Carlson

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2012 WWD Digital Media Forum Winter Session

Fairchild Fashion Media

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Julie Carlson

Julie Carlson, Editor-in-Chief of Remodelista, founded the site in 2007 with three design-oriented friends. Remodelista is an online sourcebook for the considered home; daily posts feature a mix of product highlights, architecture and interior designer projects, and international home shopping news.

In addition to focusing on home design, Remodelista offers a trove of remodeling advice (the editors have collectively completed more than a dozen remodels), from faucet selection to paint and palette advice to Steal This Look guides for recreating specific rooms. The site has been featured in the New York Times, British Vogue, the Wall Street Journal, Fast Company, and Elle DÃ©cor, among others.

Ms. Carlson is a graduate of Brown University and worked at the Institute for Architecture and Urban Studies in New York before joining the editorial staff of The New Yorker. After moving to the San Francisco Bay Area, she became Style and Food Editor at San Francisco Magazine, where she covered the design and restaurant scene. She has written for Food & Wine, the Washington Post, and California Home & Design Magazine.

Troy Young

Troy Young joined SAY's predecessor, VideoEgg, as Chief Marketing Officer in 2006 to build its advertising offering and establish a leadership position in the online video advertising market.

Previously, Mr. Young was Executive Vice President and Chief Experience Officer at Organic, a leading digital marketing agency. In this capacity, he provided strategic leadership to clients and teams across the Organic network. He joined the company as Managing Director in 1999 and over the years worked with dozens of brands including 20th Century Fox, DaimlerChrysler, Honda, Bell Canada, and American Express.

Before joining Organic, Mr. Young was a Co-Founder and Managing Director of Vickers & Benson Direct, Interactive (now Arnold Worldwide), a pioneer in integration of online and direct marketing.

Mr. Young's work in interactive media dates back to 1992, when he worked on the launch and management of Babylon, the first newspaper-owned online service in Canada. He later worked in marketing and sales at CTV, Canada's largest television network.

Mr. Young serves on the board of Viigo, a mobile platform company. He is a graduate of the Queen's University Business School.

Remodelista and the Purchasing Power of Blogs

01 min 19 sec

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Troy Young, President of SAY Media, and Julie Carlson, Editor-in-Chief of Remodelista, discuss how the intimacy and immediacy of a blog community can have greater purchase impact than traditional print media.
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31 min 17 sec

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