Welcome to “Media Matters,” an interview series by Fublis where we speak with professionals from across the media landscape, including journalists, editors, and writers, to explore their experiences and the evolving nature of their work. In this edition, we feature Suzanne Baum, a seasoned lifestyle journalist with over two decades of experience in the industry.

In this insightful interview, Suzanne shares her journey from breaking news to lifestyle journalism, her passion for writing about wellness, fashion, and celebrity interviews, and how she approaches her creative process. She also touches on the impact of emerging trends like AI and social media on lifestyle journalism and offers advice for aspiring writers entering the field. Read on to gain a deeper understanding of Suzanne’s career and her thoughts on the future of the industry.

What inspired you to pursue a career in lifestyle journalism? Tell us about what you’re currently working on?

Suzanne Baum: I used to work on breaking news and discovered when interviewing case studies I had a natural talent to ask the right questions, be sympathetic and make people feel at ease in my company. Breaking news is quite relentless but in lifestyle journalism I get to do so many things I’m passionate about, such as interviewing celebrities, writing on health, travel and family. I also have fashion and beauty columns which I absolutely love doing as it gives a nice balance to my work.

What has been your favorite feature or interview that you’ve ideated and executed, and why does it stand out?

Suzanne Baum: I did a heart to heart with my oncologist father who is a breast cancer specialist and I wrote about the advice he gave to me to look after my health and ways to prevent getting cancer. My favourite celebrity interview was with Andre Agassi who I idolised as a child and getting to interview him at Wimbledon face to face was such fun. David Beckham was another fantastic celebrity interview I did. I love working with the Olympians too and get to cover the event each time.

What unique challenges do you face when interviewing celebrities?

Suzanne Baum: Fortunately I don’t really come up against any challenges. If pushed, the only thing I’d say is I much prefer doing face to face interviews with celebrities rather than zoom. It makes for a much better interview as it adds colour to the piece and eye to eye contact and being in their presence make sit a lot more authentic.

What excites you the most about the future of lifestyle journalism, and which emerging trends are you keeping a close eye on?

Suzanne Baum: AI is certainly going to be one to watch. As a beauty editor I’m always on the look out for the latest innovations in beauty so as new technology is rolled out, I’m keeping an eye on the best anti-ageing products and treatments.

How has the rise of social media influenced your approach to lifestyle journalism?

Suzanne Baum: I’ve come off Twitter as feel it has become a negative space I can do without and don’t have time for TikTok. I have a lovely community of followers on Instagram so enjoy sharing my work there. I also do a lot of live q&a interviews with celebrities on the platform so that is a nice and fun way I engage with my followers.

How do you push yourself creatively when you feel stuck or uninspired?

Suzanne Baum: Writing is my therapy so I fortunately very rarely feel uninspired but if I do hit writers block I clear my head by taking my two dogs for a long walk and then return home refreshed.

You’ve covered a wide range of lifestyle topics ranging from wellness to fashion, during your career spanning over two decades. Which area resonates with you the most?

Suzanne Baum: I love my celebrity interviews as I get to meet some incredible people and share their stories. I also like writing meaningful in-depth features that people can resonate with, like mental health and advancements in the medical field. I write a lot on menopause and in my beauty editor role get to be on the ecommerce team which enables me to write shopping content and review the latest must-have products.

How do you approach partnerships and collaborations with key players in the industry?

Suzanne Baum: I am lucky in that in 25 years working in this industry I have worked with agents and PRs who trust me and my work so it rolls organically.

What advice would you give to aspiring writers and journalists attempting to make their mark in the industry?

Suzanne Baum: Don’t go in it for the money. The pay is awful, even in a senior editorial role.

What’s next for you in your career? Are there any exciting projects, or new ventures that you’re particularly excited about?

Suzanne Baum: To keep on doing what I’m doing really. I also am often asked to be a panel guest or host an event so hopefully more of that!