Vera Sweeney, Editor-in-Chief Of I'm Not Obsessed (INTERVIEW)

 - Aug 14, 2009
References: imnotobsessed
Vera Sweeney’s I’m Not Obsessed is the perfect safe haven for the closeted tabloid lovers amongst us. The blog, which comes complete with the tagline ‘gossip…without the guilt’ provides news and updates on all your celebrity favorites.

Vera Sweeney created I’m Not Obsessed and works as Editor-in-Chief, leading a team of eight contributors. Vera Sweeney talked with us about the role trend spotting plays in the world of celebrity blogging.

11 Questions with Vera Sweeney

1. How did you get involved with I’m not Obsessed and what motivates you to continue?

I started INO in December of 2005 a few months after my first child was born. I became a stay at home mom and found the downtime unbearable. I tried several different ideas before landing on celebrity gossip. I needed something that would keep me interested, have a wide following, and provide fresh content on a daily basis.

Since then, it’s become a full time job. My husband stays home with the kids and I focus primarily on the site and expanding the brand.

2. How significant is the topic of trend spotting to I’m not Obsessed?

Since relaunching my Beauty and Fashion section last month, I’d say it’s of the utmost importance. In my industry, celebrities start the trends and it’s safe to say what they wear catches on pretty quickly. From boyfriend jeans to fringed shoes, the celebrity is the best way to get the idea out to the masses.

3. How do you define a trend?

A trend is something that is different and viral. It explodes in the industry and trickles down to the market in a matter of days. Some trends last for years (take the UGGs and gladiators) while others last just a season.

4. How do you define cool?

I would say someone is cool if they own what they do. They don’t necessarily have to be the trend setters. Just as long as they feel comfortable in what they are doing and wearing.

5. Do you need a culture of innovation to create something that is cool?

Innovation is good. But something fresh could be very retro as well. I think everything Rachel Zoe does is amazing and she wears everything vintage.

6. What is the best way to create an infectious idea, product or service?

If a company wants to get their products in the hands of the masses, they need to bring celebrities on board. The more actresses are photographed wearing their piece, the more likely other people will find it interesting.

7. What is the key to innovation?

Giving something to the market that doesn’t exist and is desperately needed.

8. What are your ambitions for I’m Not Obsessed?

I am working hard on my beauty and fashion section and I hope one day to launch the section into its own full website. I am THIS close to doing so. I just need to build a few more relationships with PR companies so I can be completely on top of all the celebrity trends.

9. How do you reset yourself to be creative? Do you have any rituals?

My problem is I want to do too many things. Besides running I’m Not Obsessed full time, I am also writing two different books and a screen play. I can’t shut it off even if I wanted to. :)

10. Professionally, what do you want to be doing in 10 years?

If I could do anything I wanted to do, it would be the same exact thing. I am very happy with my current set up. I get to spend my days with my family and my husband gets to stay home with us. I couldn’t ask for more.

11. What are your most important hobbies?

I love to write obviously. I am a big gamer (when I have the time for PlayStation 3, that is). I also make it a point to go to the movies once a week. My husband and I have been doing this since we met in 1998.