'Cosmo' Editor's Tip for J-Schoolers: Get a Mantra

Cosmopolitan editor Kate White delivered a talk to students at Columbia University's Graduate School of Journalism last night. Portfolio.com's Alexandra Fenwick was there. Here's her report.

Cosmo editor Kate White practically dreams in flashy cover lines. At Columbia's Graduate School of Journalism last night, the mind behind provocative headlines like "When Your Boobs Act Weird" and the author of How to Set His Thighs on Fire and Why Good Girls Don't Get Ahead But Gutsy Girls Do gave soon-to-be-unemployed journalism grads a slogan-filled talk that may as well have been called "How Job Interviews Are Like Dating: Desperation Is A Turnoff."

White offered up a bland cover letter from an anonymous former Meredith employee as an example of how not to apply for work in the ailing magazine industry.

"Basically she wants a job with benefits," White concluded from the applicant's explanation of how she didn't have a job, wanted a job and would meet at "any opportunity" to talk about a job instead of billing herself as the best person for Cosmo, ever, exclamation point. Some gushing doesn't hurt either, White said.

She then proceeded to a pink PowerPoint presentation entitled "5 Best Things I Know," which seemed as much a lesson in self-branding and career hunting as a guide to journalistic success.

White's five best things:

1. "Imagine your mantra."
Cosmo's "Fun Fearless Female" slogan is a good example. "Out of Work and Totally Terrified" is not.

2. "Create your cocktail."
This means identifying the distinct elements that make up the brand. Or maybe it means, go find a bartending job until the economy turns around.

3. "Go big or go home."
Because if you're going to go out, you may as well be the girl dancing on top of tables and causing a scene. This is the theory behind Cosmo's over-the-top headlines like "Your Va-jay-jay; Fascinating New Facts About Your Lovely Lady Parts."

4. "Beware of the drag."
This was a warning to stay on message and not stray too far from the original vision. For example, covers which mention the word "Sex" five times are clearly on-message.

5. "Drain the swamp as you slay the alligator."
These may sound like two of Cosmo's patented sex moves, but for the purposes of White's talk, it meant setting aside time to tackle meaningful, long-term projects while staying on top of the less-inspiring daily tasks.

-- Alexandra Fenwick