Interview

Jenny Lacey of LMNOP (+ subscription giveaway!)

by Lucy Feagins, Editor
Friday 6th April 2012

Sydney based LMNOP Magazine, edited by Jenny Lacey

‘Spring Princess’ – LMNOP Magazine

‘Brother Love’ – LMNOP Magazine issue 14

BYO Entertainment – LMNOP Magazine issue 21

Potato Print feature! – LMNOP Magazine issue 17

Potato Print feature! – LMNOP Magazine issue 17

We’re very excited to be closing KIDS WEEK with a super inspiring kid-centric interviewee – meet Sydneysider Jenny Lacey, editor-in-chief of cult online kids magazine – LMNOP!

Jenny is an expert on all things fabulous for kids, and has been flying the flag for online independent publishing since launching her beautiful publication in 2007. With a background in graphic design and advertising (and air hostessing!!?), it’s no surprise Jenny does such a stellar job of curating this very special magazine. LMNOP is an inspirational reference point for so many independent publishers – it is such a truly impressive professionally produced online publication, with spreads that are always so polished and consistently on trend content.  Since its launch LMNOP has become a worldwide authority on design for kids, and a go-to reference for modern parents in Australia and beyond. It now has a loyal subscriber base in over 182 countries.

LMNOP are currently in their 5th year of operation, and next month will see the release of their 17th issue!   They release 4 issues a year, and inbetween issues you can keep up to date on the LMNOP website and blog.

Jenny has kindly offered an annual LMNOP subscription to one lucky reader – leave a comment here before 10.00pm today (Good Friday!) to be in the running to win 4 x seasonal issues of LMNOP!

Massive thanks to Jenny for her time with this interview… read on for an insight into producing one of Australia’s cutest and most popular indie kids publications!

Jenny Lacey – editor-in-chief of LMNOP Magazine

Tell us a little about your background – What did you originally study, what industries have you previously worked in and what path led you to your current role as editor of LMNOP (Laugh Make Nurture Organise Play)?

I studied graphic design after I graduated from high school, but didn’t really know what area of the industry I wanted to work in. Like a lot of girls my age at the time, I did at one stage fantasise about working as an Art Director for Dolly magazine!

I fell into the advertising industry after doing work experience at an ad agency in the final year of my diploma course. I joined the agency the week after I graduated, and began my 18-year-long career as an Art Director, working on some of the biggest brands in the business.

In my twenties, I did a short stint as a long haul Qantas flight attendant to satisfy another childhood curiosity. I travelled the world and visited some great places, but again it wasn’t long before I returned advertising.

My days in the ad game have definitely contributed to the success of LMNOP. My experience in building brands and nurturing them has allowed me to build my own, while also helping our partners make the most of their own exposure in the mag.

What inspired you to start LMNOP back in 2007? What have been some of the highlights so far?

I’ve always loved reading magazines. So when I became a mum in 2004 I started to seek out parenting titles, but couldn’t find one that appealed to my aesthetic. My husband, Ian MacPherson, is a commercial photographer and together we saw a gap in the market for a contemporary publication geared towards modern parents and their children. Something that was beautifully designed, clever, fun and entertaining that featured unique children’s products from all over the world.

We founded LMNOP in October 2007 and launched our first issue online a couple of months later in December of the same year. Around the release of our third issue, the word about LMNOP had started to spread over the internet and our subscription base was growing at 10 times the rate with each publication. That was a pretty exciting time. The magazine has since taken on a life of its own and we now have subscribers from over 182 countries around the world.

Other highlights include: launching big by Fiona Scanlan’s S/S collection in 2010 with a special fashion edition of LMNOP; travelling to international trade shows (of course!); and launching our production company, LMNOP productions.

LMNOP Magazine issue 10 Gift Guide

Can you give us an insight into the workings of LMNOP? How big is your team, how many regular contributors do you have, and what do you consider worthwhile outsourcing?

In the beginning it was just Ian and myself, but doing it alone proved too much. So now we have a small team of very talented people who help us put LMNOP together. Sunitra Martinelli heads up our fashion department, Elizabeth Bentley is our Senior Copy Editor (and my right arm!), and we frequently collaborate with our extended team of photographers, stylists, illustrators and designers in the US and Europe. Photographer Monika Elena is a regular contributor, as well as LA-based Gretchen Easton.

The process works something like this: The team brainstorm story ideas at length, and spend a lot of time sourcing unique products and brands to showcase in each issue. Once we know what’s going to be featured, we work on bringing each story to life. Production commences shortly after, where we source backgrounds and props, scout locations and do the photo shoots. After that, the story is designed and the writers work their magic.

We conceptualise and photograph 90% of the content you see in the magazine and on the website. It’s a lot of work to put together with such a small team. It’s good though, as it forces us to work efficiently and to be resourceful at every stage of the process.

We also invite special guest contributors to do one-off or regular columns, like Joel Henriques of Made by Joel, and Robyn Rosenthal (formerly an art director at Martha Stewart Kids), who we worked with to produce the great ‘Potato Print Monster Tees’ story.

Which Australian designers, artists or creative people are you currently inspired by?

Sydney artist Rachel Castle. I loved her recent collaboration with Lisa Gorman. Very clever! Beci Orpin is always working on something amazing. I’d love to collaborate on a project with her some day.

Can you list for us your current top 5 go-to resources (i.e. specific websites, magazines or books) for creative inspiration?

1. Anthology Magazine & blog

I don’t have a lot of spare time to consume print magazines any more, but when I do get a chance to stop and flick through one, Anthology is by far my favourite read. It’s well designed, has great content, and it’s not too long.

2. Pirouette

Anyone who works in the children’s industry should visit Florence Rolando’s Pirouette blog for inspiration and regular updates on exciting new trends in kids’ fashion, furnishings, home decor and design.

3. Svpply
My go-to resource for seeing what people are into right now.

4. Rockstar Diaries

I recently discovered this blog via Apartment Therapy. The authors, Naomi and Josh, do a fabulous job of making ‘family life’ look picture perfect. They do a regular post titled ‘Life lately, according to my iPhone pictures’, which is always fun to look at.

5. Backyard Bill

Bill captures creative types living and working in Brooklyn, NY. Here you’ll find lots of great photos and interesting interviews.

LMNOP Magazine page spread

What does a typical day at work involve for you?

It’s not very glamorous I’m afraid! Some mornings I’m sitting at my computer by 4am. At 6am I meet my neighbour for a run. Then it’s the usual rush to get the family out the door that comes next. I take my son to school, pick up a coffee and continue my working day. Every day is different. Sometimes I have appointments with clients, other days I’m at a photo shoot or researching new products for upcoming issues of the magazine. These days keeping across all of our social media platforms takes up quite a bit of my time. Sometimes I even experience ‘Facebook Fatigue’! The best days are usually when I’m doing something creative: conceptualising stories for the magazine; styling a shoot; or helping an LMNOP business partner launch a new product.

What’s the best thing about your job?

I get to collaborate with incredibly talented and creative people from all over the world, and be the master of my own ship.

Jenny behind the scenes!

What would be your dream creative project?

I’m pretty much already doing my dream project!

What are you looking forward to?

Releasing our first iPad app. We also have a Best of LMNOP book in the pipeline, and we’re looking at potentially expanding the LMNOP brand to include an online store with our own branded products, as well as a headquarters in the US, where we have a strong presence.

LMNOP issue 11

Sydney Questions

Your favourite Sydney neighbourhood and why?

Surry Hills. The area has such a happening vibe. Crown Street is lined with some of the best restaurants and stores in Sydney, and it’s home to my favourite bakery and coffee pitstop, Bourke Street Bakery.

What/where was the last great meal you ate in Sydney?

Café Sopra in Danks Street, Waterloo.

Where do you shop in Sydney for fabulous kids stuff?

Kido, My Messy Room and Monkey Puzzle have the best selection of toys in Sydney. For fab one-off vintage items for kids, I can’t live without Justine Joffe’s store in Cammeray, Retrospections. She has impeccable taste in vintage wares. You can find all sorts of things from vintage children’s books to exquisite crockery pieces. A few of the treasures I’ve uncovered include an antique horse rocker, a classic gumball machine, and a musical bell toy from Japan. I also regularly source props from here. And last but not least, Manon et Gwenaelle in Darlinghurst is my go-to place for beautiful kidswear and exquisite accessories, such as delicate French bracelets and feather headbands by Japanese design team Atsuyo et Akiko. I always end up finding something for myself too when I shop there.

Retrospections

Kido

Manon et Gwenaelle

Where would we find you on a typical Saturday morning?

Running the Clovelly to Bondi coastal track with my friend DK, followed by a quick breakfast at Three Blue Ducks in Bronte.

Sydney’s best kept secret?

The Bondi to Tamarama coastal walk – shh!

Clovelly to Bondi!

by Lucy Feagins, Editor
Friday 6th April 2012

51 comments

  • Mary Anne P 3 years ago

    LMNOP is a great publication! Great visuals and text. I read it when it was free and have bought a couple of issues when you had to pay for it. Great interview!

  • lollipoppet 3 years ago

    I Loved jenny’s Top 5 resource links! Thanks for sharing :)

  • Laura + Alexander Eddy 3 years ago

    Love it! Great inspiration. LMNOP looks fab! :)

  • Sharon 3 years ago

    Love LMNOP!! They’ve got such a good eye for all things kids.

  • Anna 3 years ago

    What an inspiration, such a success & living your dream project :)

  • ana 3 years ago

    i think my boys would enjoy looking through this magazine as much as me! so full of colour and eye catching objects. beautiful.

  • gen 3 years ago

    What a lovely looking work. I would find the time to read LMNOP!!

  • Melinda 3 years ago

    What a beautiful magazine! And how to get to those shops… :)

  • Amanda 3 years ago

    Very inspirational

  • Liz Borham 3 years ago

    What a joy! Thankyou for the insight into this gorgeous magazine.

  • SarahJ 3 years ago

    Do our kids REALLY need to be hipsters, too? I get that it’s more for the parents (not wanting to feel like dowdy suburbanites), but should we be teaching our kids to care so much about what (and who) they’re wearing? I guess it’s inevitable but it just scares me a little. Great interview TDF and congratulations to Jenny and Ian for following their creatives dreams!

  • Sam 3 years ago

    Lovely!

  • Marcello Ricciuti 3 years ago

    My Oldest niece Talia would so love this magazine
    I would love sharing it with her
    Welldone
    Marcello

  • Claire 3 years ago

    Super sweet magazine. Fingers crossed!

  • Anna D 3 years ago

    Beautiful blend of colour, quirk and innocence. I LOVE the styling here in every pic, super clever.
    What a wonderful publication, just signed up for the blog so now I’ll have 2 doses of design inspiration daily at 7am! x

  • Alex 3 years ago

    Can’t believe I’ve never heard of this before. Lucky I only just had my first baby 9 months ago!

  • LMNOP is a great resource for kids finds… Beautifully designed its a visual feast! Great inspiring interview.:)

  • Nicki 3 years ago

    As the Mum of 3 small kids and a lover of beautiful things I’m ashamed I’ve never heard of LMNOP before!! I was planning on treating myself to a magazine this long weekend and now I know which one it will be :)

  • Sharon 3 years ago

    What a great mag! The Design Files has once again showed me something fabulous I’d never seen before!

  • Cherie 3 years ago

    Just when you think you know most of what’s out there, you do it again Lucy!
    Gorgeous magazine, would adore a subscription for my Granddaughter who’s bringing Great Grandbaby Number 2 into the world this year. I can picture us getting lost in this gorgeous magazine, plus am already planning vists to the stores mentioned.
    Happy Easter Blissful TDF♥

  • Joanna 3 years ago

    A breath of fresh air.

  • gluten free gift 3 years ago

    I’m sure that no subscription is coming all the way out to CANADA – but it certainly does look very sweet and inspiring – I love your interviews!!

  • Kate 3 years ago

    How did I not know about this!!?! So ace thanks xx

  • Christina BC 3 years ago

    Great post Lucy – on a public holiday & all!! :) Thanks Jenny, I really enjoyed the Sydney tips & resources – your life sounds idyllic!

  • Kylie D 3 years ago

    Thanks for the suggested reading – 2 more addresses added to my already long list!

  • margie 3 years ago

    Adorable

  • elissa c 3 years ago

    I think this is a great Aussie success story. I’m glad there will be a little one in the family soon so I finally have an excuse to subscribe.

  • Laura 3 years ago

    Great inspirational Easter reading….I love that walk from Bondi to Tamarama…. Love LMNOP

  • Karen 3 years ago

    Beautiful mag….for kids…and adults alike…..LMNOP….would love a subscription…will follow online thanks for sharing such lovely products, ideas and places…..kids look like they had fun…being there as well

  • Effie Bakkalis 3 years ago

    ABCDEFG, if I won I’d be HAPPY!

  • Kate 3 years ago

    Beatuliful! Already bookmarked LMNOPs website, now fingers crossed…

  • Melissa 3 years ago

    …. I would definitely be popular with my three daughters with this magazine subscription… (gotta love a little indulgence I can blame on the children!)

  • Ann 3 years ago

    Thanks for the subscription! I am looking forward to sharing my magazine

  • Sam 3 years ago

    Yes please!!!! love the mag.

  • hannah 3 years ago

    Ohhh love this mag, always like the book section especially

  • Trent 3 years ago

    Nice, love the photography

  • Marney D. 3 years ago

    Thanks for sharing, I hadn’t come across lmnop and have just had a great look around the website :)

  • FIONA 3 years ago

    too cute, makes me sad that children grow up so fast

  • Gemma 3 years ago

    Loved the article, and checked out the website – amazing I have not come across it yet! Heaps of ideas there, and gorgeous things ! Can’t wait to read the mag! :)

  • di 3 years ago

    in it to win it… di

  • Nat Power 3 years ago

    Never heard of this publication. Confessed magazine junkie, love anything stylish and thoughtful.

  • Catherine 3 years ago

    Always great to discover a new online publication with quality content. Thanks!

  • Saja Gallie 3 years ago

    We’ re all better people thanks to our kids & their stuff, Easter Friday Lego Marathon!

  • Jodi 3 years ago

    Psyched about this mag. Oh yes please to subscription!

  • Kylie 3 years ago

    What a great looking mag!

  • gill 3 years ago

    Great colours and fresh ideas. Would love to share this with my tribe!

  • Melissa 3 years ago

    This magazine looks amazing, such beautiful photos.

  • melbomba 3 years ago

    would love this giveaway…

  • jenni 3 years ago

    nice interview & very excited to see my elly boy on the Design Files even if it is vicariously through kidostore & jenny :)

  • Magali 3 years ago

    Love it!!

You might also like

by Lucy Feagins
Friday 28th November 2014
1
by Lucy Feagins
Thursday 27th November 2014
1
by Lucy Feagins
Wednesday 19th November 2014
19
by Lucy Feagins
Wednesday 26th November 2014
27
Tamsin Carvan of Tamsin's Table
Tuesday 25th November 2014
1
by Lucy Feagins
Monday 24th November 2014
11
by Lucy Feagins
Friday 21st November 2014
4
by Lucy Feagins
Thursday 20th November 2014
Tamsin Carvan of Tamsin's Table
Tuesday 18th November 2014
4
by Lucy Feagins
Monday 17th November 2014
7
by Lucy Feagins
Tuesday 18th November 2014
3
by Lucy Feagins
Wednesday 12th November 2014
18