On what twisted planet does a Harvard grad leave a law firm to work for Julia Allison? On this one, apparently. We once dared to hope microcelebrity was dead, felled by the economy and oversupply. Perhaps we were wrong.
Jordan Reid, 27, is good evidence that fameballing remains attractive, albeit in a down economy. Mediaite's Rachel Sklar has Reid's top-shelf bio: Dalton, Harvard, an abortive LA acting career that took her to Law and Order (here) and It's Always Sunny in Philadelphia, marriage to a Yalie indie rocker, then the law firm where protocelebrity pimp Allison, in the words of a NonSociety press release, "discovered" her. Now she'll be working for Allison's "lifecasting" startup NonSociety, blogging about "tips on home décor, style, cooking and restaurants, as well as advice for couples in committed relationships."
NonSociety made all of $60,000 last year and lost a shot at a Bravo reality show contract amid the Wall Street implosion. No surprise, then, that the last time we checked the company was trying to recruit a slew of new bloggers like Reid without pay or equity. Reid, in fact, is the prototypical NonSociety recruit — a company ad said it was looking for someone "like [a] 27-year-old Harvard grad housewife married to a rocker." So maybe she nailed down an actual salary. Allison declined to address pay in an interview, telling us only that Reid was under a "fairly standard management contract."
"Management" contract? That implies Reid will live off the revenue she brings into the company, presumably through sponsorship deals. Ouch: Allison has a decent gig endorsing Sony products and fortified water, but before that she had to pay her dues shilling for the likes of Sea World and Dunkin' Donuts. But maybe things will be easier for Reid. Allison insists this is a banner year for NonSociety. "We're making money and it's legit," she told us, before declining to provide hard numbers to back the hype.
NonSociety has enough money, at least, to fortify its executive suite, such as it is: Allison has named her first Gotham roommate Krystal Kahler as titular CEO. Megan Alagna is "Chief Operating Officer." Fancy.
If microcelebrity is making a comeback, then, it is thanks to some intensive care from NonSocieyt's increasingly fancy stable of advertisers. The monster will not be easily slain. And that's putting it optimistically.
Full press release:
NonSociety Announces Hiring of Newest Contributor Jordan Reid
NEW YORK, NY – SEPTEMBER 13, 2009: NonSociety, an online social platform wherein the contributors share their opinions via their personalities with an interactive audience, announces the hiring of their newest contributor Jordan Reid. Joining current NS contributors and founders Julia Allison and Meghan Asha, Reid's focus will be "Domestic Bliss Done Differently," and will offer tips on home décor, style, cooking and restaurants, as well as advice for couples in committed relationships. The website goes live on September 14, 2009, and can be found at www.jordan.nonsociety.com.
The hiring of Reid marks the next step in the progression of NonSociety as an online venue for experts. Reid is the first of many new contributors to come, each in a different niche, who will share their expertise in their particular field while also giving readers a glimpse into their personal lives.
Lifecasting, as NonSociety calls it, helps readers develop a personal connection to their contributors. Readers get to know and trust contributors' opinions the way they do with their friends. "The synergy of professional expertise and personal divulgence is the backbone of the NonSociety online platform," NonSociety's Chief Operating Officer Megan Alagna says. "It establishes a reader/expert relationship in a way not currently seen in media, making NonSociety the go-to platform for professional branding – and personal journalism which informs, entertains and inspires."
Reid was discovered by Allison at a NYC party. 27 years old and married, with a Harvard degree and killer style, Reid was working at a law firm but longing to turn her hobby - DIY home projects – into a full time gig. Her search for wedded bliss in the city of career obsessed singles stood out to Allison, who immediately dubbed Reid "The Uncommon Newlywed" and convinced her to join the team at NonSociety.
Says Reid: "Am I a chef? No. An interior designer? Hardly. I consider myself a somewhat talented amateur in these arenas, and for me this lifecast is an exciting journey and an on-going learning process. I'm hoping my readers will benefit from seeing someone just like them who is unafraid to try...well, just about anything."
NonSociety founder Allison says, "Jordan is what would happen if a Harvard-educated, twenty-something Martha-Stewart-in-training married a rocker, rode a motorcycle, and refused to wear any skirt that hit below mid-thigh. We're beyond thrilled to have her on board!"
Aside from Reid, NonSociety has brought on young writer and girl-about-town Cary Randolph to cover fashion week. Reid and Randolph mark the first contributors to be hired by NonSociety since the departure of styleblogger Mary Rambin. Allison and Asha (along with Rambin) continue to co-host TMI Weekly, a Next New Networks production airing on NBC's lifestyle channel NY NonStop. NonSociety is expected to grow exponentially as on online media platform in the next few months, bringing on several new contributors in areas like entertainment, fashion and home décor by the end of the year.