The Mario Blog
At The Washington Post, The Lily hits its own chords

The Lily is a new product from The Washington Post team: it is vibrant, focused on women and a winner.

I am always asking my clients what new products they are contemplating to introduce.

The answer is not always positive.  “New products?,” an editor asked me at a recent workshop.  “We are having enough of a challenge updating the ones we already have!”.

Our industry is full of challenges these days, but the creation of  new products should be seen as a fantastic opportunity to incorporate new thinking with projects that do not have to deal with the ghosts of the past.

For The Washington Post in the Jeff Bezos era, The Lily is an example of a successful new product that is attracting that coveted audience of millennial women.

Recently, during the WAN IFRA Digital Media North America 2017 Conference in New York City, I had an opportunity to listen to Amy King, editor-in-chief of The Lily, explain how the project came to be and what the goals are in terms of audience and content.

The inspiration for the name, and perhaps the spirit of The Lily, came from an old publication, dating to 1849,  that tried to do just that. The original The Lily presented itself as the Monthly Journal of Temperance and Literature:



Obviously, another wonderful source of inspiration for the team of The Lily is the robust content, especially related to women, art and entertainment, that The Washington Post already publishes through its traditional sections:



Creating a Visual Language


Amy King was quick to point out that from the start of The Lily project, she and her team wanted to establish a visual language that would give The Lily its own personality. “It didn’t have to be totally related to The Washington Post and how it presents information visually. We wanted it to be different,” she said.

At the same time, Amy described how she and her team paid special attention to the way millennials communicate and that inspired them.

I find the visual language of The Lily to be fresh, spontaneous and likely to draw in readers of all ages, not just millenials.

The typography and the color palette


The elements that accompany photos, illustrations


The photo treatments

I particularly like the use of strong black and white.


The focus: women

The Lily is a true celebration of women and the content shows it vibrantly and clearly.



The Lily accessible across platforms




The Lily promotes its contents via newsletters

“Newsletters are my favorite,” Amy King said. “We do several and these are very popular with our readers.”

 ….The sponsor

I like very much that The Lily has a sponsor!


Our digital transformation workshops

If you would like to find out more about our workshops for digital transformation, email me:

I will be happy to answer your questions and provide more information. Our workshops are offered in both English and Spanish.



Mario’s Speaking Engagements


Nov. 16-19, WAN IFRA Latin America, Buenos Aires, Argentina

April 18-19, 2018-Newscamp ,Augsburg,  Germany.



TheMarioBlog post #2721


Blog Post01.23.2018—1am
The new FT campaign
Blog Post01.22.2018—1am
Are we using better photos today?
Blog Post01.19.2018—1am
The challenge of that fold
Blog Post01.18.2018—1am
The Washington Post: another profitable year
Blog Post01.17.2018—1am
Did I really read that much?
Blog Post01.15.2018—4am
The Guardian changes more than just the format
Blog Post—1am
Are vulgar words now part of a journalist’s styleguide?
Blog Post01.12.2018—4pm
The new New York Times campaign
Blog Post01.11.2018—1am
The good news about paying for content
Blog Post01.08.2018—3pm
Prof. Miguel Urabayen (1926-2018): Tribute to a grand maestro
Blog Post—2pm
Fire & Fury: Here’s a cover that tells more of the story
Blog Post—1am
End of print edition for Montreal’s La Presse
Blog Post01.07.2018—11am
Happy New Year…..I am back, sort of
Blog Post12.19.2017—10am
My prediction for 2018: we will write, edit & design for mobile
Blog Post12.13.2017—1am
Best wishes for the holiday season!
Blog Post12.12.2017—1am
Every year should be year of the audience
Blog Post12.11.2017—1am
The Post Most: curated content as easy as 1-2-3
Blog Post12.08.2017—1am
The power of a comic
Blog Post12.07.2017—1am
Those European ePapers Continue Growing
Blog Post12.06.2017—1am
Journalism students and print (not a romance)
Blog Post12.05.2017—1am
The nuances of using ragged right type
Blog Post12.04.2017—1am
Monocle’s habit-forming daily briefing
Blog Post12.01.2017—1am
2018: More digital everything, more of the Trump factor
Blog Post11.30.2017—1am
That time of the year to think what next
Blog Post11.29.2017—1am
Apple goes romantic
Blog Post11.28.2017—1am
E-mail newsletters can be a real seductive hook
Blog Post11.27.2017—8am
An e-newsletter with visual appeal
Blog Post11.21.2017—1am
So 2017 was really NOT the year of video……
Blog Post11.20.2017—1am
The New York Times: the Spanish weekly
Blog Post11.17.2017—5am
Paywalls, storytelling highlight Latin American conference
Blog Post11.15.2017—5am
In Argentina: the hot topic is “paywalls”
Blog Post11.14.2017—1am
The NY Times’ Jobs Classified: Really?
Blog Post11.13.2017—1am
At The New York Times: a kids section on Sunday
Blog Post11.10.2017—12am
“I read it on Facebook.”
Blog Post11.09.2017—12am
The flow of a breaking new story in the mobile era
Blog Post11.08.2017—12am
When content hits the spot
Blog Post11.07.2017—12am
When hierarchy makes a statement
Blog Post11.06.2017—12am
When the advertising wraps around
Blog Post11.03.2017—1am
New Hebrew fonts from Typotheque
Blog Post11.02.2017—1am
Favorite branding logos? No surprises
Contact us with speaking requests, questions or to discuss a project.