Friday, April 22, 2011

How I Got My Groove Back — and Launched This Blog

Call me behind the times, but I'd never seriously considered cultivating my brand.

That is, until I went freelance, in December 2008. Of course, by "went freelance," I mean I was fired. But I landed on my feet. I started writing for the New York Times and doing celebrity Q&A's for Time magazine. I became a contributing editor at The Advocate and got a teaching gig at UCLA Extension. Suddenly, instead of being "an editor at Entertainment Weekly," I became "Ari Karpel, who writes for the New York Times" and "Ari Karpel, who writes for Cosmopolitan" (don't judge -- a boy's got to pay his rent!). Though the publication names would shift, there was one constant: Ari Karpel. It became clear that I was trading on my name, my reputation. It helped tremendously that I had cobranded with publications that lent me credibility, but it was time to think about what I lent them.

That's about the time I reconnected with Rick Tetzeli, who'd laid me off from EW. He's now executive editor of Fast Company. He hired me to co-write (with him) the magazine's feature story on Morgan Spurlock's new meta-documentary The Greatest Movie Ever Sold, about product placement and marketing in entertainment....

Read more in the story I wrote that details exploring my brand, prompted by Morgan Spurlock and his new movie (out today) The Greatest Movie Ever Sold.

And here's the feature on Spurlock that explores the bounds of integrity and marketing (it looks even better in the actual magazine — plus, in the print version, they name me The Greatest Writer Ever!), which I cowrote with Rick Tetzeli.

(That's me and my friends Tamara Krinsky and Bradley Jacobs, above, at the Sundance Film Festival premiere of The Greatest Movie Ever Sold, in January. I'm the one in the middle. Photo courtesy of Jacobs. Pom Wonderful courtesy of — duh — Pom Wonderful.)

1 comment:

  1. Hi, Ari. Good luck with this blog! I heard about it from Jane Boursaw. I have been blogging for five years now. I write about being a green innkeeper on Cape Cod.