Name: Debra Birnbaum
Age: 42
Job Title and Description: President/Editor-in-Chief of TV Guide Magazine College/Major: Cornell University / Communication
Website: http://www.tvguide.com/keywords/tv-guide-magazine
Twitter Handle: @TVGMDebra
What does your current job entail? Is there such a thing as a typical day?
Debra Birnbaum: There is absolutely no such thing as a typical day. If only there were! Each day brings its own surprises. It depends where we are in the weekly production cycle, of course, but we’re also dependent on news: a TV show getting picked up or canceled, a plot twist on a show, an actor getting cast, etc. My phone can ring with a piece of breaking news, and suddenly my day spirals.
My job is about looking at the big picture of the magazine, from the current issue to as far as three [to] six months out. A typical day might include reviewing photos and layouts; reading and top-editing the stories; approving final pages; negotiating covers and interviews with publicists; working on the cover with our creative director and design director as well as selecting the images and cover lines; meeting with our publisher and marketing director; brainstorming publicity initiatives with our publicist.
What is the best part of your job?
DB: Getting the magazine in my hands. There’s nothing like holding the finished product and seeing the results of our hard work. It’s still a thrill to then know that two million readers love what we do. You have to keep them in mind every day. I love putting the magazine together from cover to cover —making sure every word, image, headline and photo reflects the story that I want to tell.
What was your first entry-level job in your field and how did you get it?
DB: My first job was as an editorial assistant at New Woman magazine, a job I landed through equal parts networking, good timing and, frankly, good luck. I’d had an informational interview with the magazine’s managing editor during my senior year in college, and had stayed in touch with her. After I graduated, I attended the Radcliffe Publishing Course (which is now at Columbia), and happened to meet another editor (and RPC alum) who worked at New Woman. So when a job opened up at the magazine as an assistant to the executive editor, they all thought of me. I got the job and ended up staying at New Woman for six years, ultimately leaving as a senior editor.
What is one thing you wish you knew about your industry when you first started out that you know now?
DB: I wish I’d bought stock in Apple!
How does being the Editor in Chief of TV Guide Magazine differ from being an Editor in Chief of an average monthly publication?
DB: I have to make many decisions very quickly. When you work at a monthly, you have the luxury of time to dwell on every word, every image, every page. When you work at a weekly, you have to move far more quickly and learn to trust your instincts. Once I make up my mind, I move on, and don’t look back.
Who is one person who changed your professional life for the better?
DB: Betsy Carter. She’s a brilliant editor, who worked at Newsweek, New York Woman and Esquire (among others) and she became the editor-in-chief of New Woman after I’d been there for two years or so — a pivotal time when I was transitioning from being an assistant to being an editor. She taught me how to be a writer’s editor. At her side, I learned how to work with writers [to bring] out their best. She taught me that if you do your job well, the writer should feel like the article was hers (or his), not yours. Your input to the process, while invaluable, should be unnoticeable in the final product.
What words of wisdom do you find most valuable?
DB: My father always used to tell me “self praise stinks.” No matter how successful I got or how far I climbed up the ladder, I never forgot that I started at the bottom—[I was] answering someone’s phone, making copies and scheduling meetings. I wouldn’t be where I am today without that experience. There’s no task that I ask anyone to do that I wouldn’t do myself.
Many people can’t help but think of The Devil Wears Prada’s Miranda Priestly when they hear “Editor in Chief.” As an Editor in Chief, what do you have to say to that?
DB: It’s a fun movie, and I enjoyed it as much as everyone else. But it’s just a caricature, of course. And every once in a while, I say “that’s all” to my staff just to scare them.
What is one mistake you made along the way and what did you learn from it?
DB: At one point in my career, I was out of a job after a magazine I’d been working at folded. I panicked and took the next job I got offered, even though I knew it wasn’t what I really wanted to do next. It can be nerve-wracking to be unemployed, but sometimes it’s better to be choosy than risk taking the wrong job. Luckily, I was able to get out of it gracefully. But taking a job is a commitment on both sides — yours and your employers.
Where do you see yourself (and TV Guide Magazine) in 10 years?
DB: Oh, if only I had a crystal ball! I love my job, and it couldn’t be a more perfect fit. I was the kid who grew up in front of the TV set, so I love that this job combines my two passions: television and magazines. I want to keep doing what I’m doing, in whatever form it takes. I do believe in the power of print, and I know that it will endure.
What do you look for when considering hiring someone?
DB: One word: Experience. Don’t just tell me that you love magazines — prove it to me. I want to see that you’ve had internships and real-world experiences in the field. There are so many opportunities available to try your hand in magazines and publishing in any form, so take them. Look for any chance you can to get published, whether it’s in print or online.
What advice would you give to a 20-something with similar aspirations?
DB: Don’t give up. If this is what you want to do, believe in yourself. Get the experience. Knock on every door. Reach out to everyone you know. You will get a job. Just be patient and keep trying.