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Top Integrated Marketer: Yung Moon, Executive Director of Creative Services at SELF Magazine
Iris Dorbian

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“If you had asked me when I was a kid what I would be doing in 20 years, this is not necessarily where I would have imagined ending up,” muses Yung Moon, executive director of creative services at SELF magazine. Trained to be an artist, with degrees from Williams College and the Art Institute of Chicago, Moon’s career trajectory may seem unusual to the outside observer. But it’s been the best of both worlds: “My husband likes to say I have the soul of an artist and the mind of a business person.” It certainly beats starving in a garret.
Moon, who was selected by award judges as the Integrated Marketer of the Year, got her start in magazine publishing as an ad sales assistant; later she graduated to promotion where she wrote merchandising proposals for the now-defunct New Woman magazine. Afterwards, the promotion manager/designer spot at a special interest publication of Better Homes & Gardens beckoned. All laid the foundation for her current position at SELF, where she’s been since 1999.

It’s been an interesting journey for the native New Yorker, especially because she clearly recalls a time in magazine advertising where placing a full-page ad in a publication was more than enough to get a return on investment. Now with integrated programs being de rigueur, the rules have markedly changed, with advertisers seeking stronger ways to connect with readers.

“Now it’s ‘partner with me,” explains Moon, “‘tell me how I can engage your readers, tell me how I can benefit from programs you have, tell me how your experiences with charities or programs like that can help me in my business.’”

What has resulted has been a series of programs spearheaded by Moon adding up to a surge in product sales for advertisers. For instance, when SELF, under Moon’s stewardship, partnered up with Clarins, the beauty products manufacturer, in March 2006 for “Body Awareness Month,” the publication launched a tiered 5-month program that cross-marketed the shared beauty credos to customers of both brands, while promoting registration for the 10th anniversary of the SELF Challenge, a three-month fitness and eating plan for readers. Materials used for the campaign were printed collateral for Clarins and a special SELF subscription offer for Clarins customers. Not only did Clarins achieve their goal of 25 percent monthly sales growth in their body category but they renewed the program again in 2007, once again garnering positive results.

“Because the SELF Challenge program is about feeling good and getting fit in 90 days, Clarins gets a consistent message with the body products,” notes Moon. “There’s direct engagement right there: you’ve sold x amount of products and you’ve driven x dollars.”
Workout in the Park, also helmed by Moon, which brings SELF pages to life through fitness classes, health awareness seminars and food tastings as well as product giveaways, also benefited from Moon’s attention to detail and vision. Attracting 12,000 people, the event offered an immediate return on engagement for clients with gift certificates and product purchases.

Moon relishes the challenging aspects of her job. “I feel that problem-solving is part of my job. There’s nothing so great as being able to finish that puzzle or that crossword and know that everything has come together.”

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