“Enjoy the little things, for one day you may look back and realize they were the big things.” -Robert Brault
The story of Little Black Dress | Little Red Wagon Magazine starts with a deal gone bust. Elizabeth Cossick, our founder, was working as a writer and editor when she was approached to start a new magazine for Cobb County. Intrigued by the idea of launching something shiny and new, she started planning something, well, shiny and new. But shortly into the planning stage, she got a nagging feeling that this wasn’t the right path for her. So, she pulled the plug even though she was rather bummed about it.
Her husband, Graham, however, did the infuriating thing guys sometimes do so well and asked an undeniably logical question: “Why don’t you still start your own thing?”
He said, “You’re always writing and editing what other people hire you to write and edit. But what do you want to write? What do you want to put out there into the world?”
She knew right away: a magazine that would connect with women on an identity level. Something that women would be excited to get in their mailboxes. Something real, inspiring and informative. Something to cultivate culture and promote community, all on a local level.
And she knew she wanted it to flip — Little Black Dress on one side, for women in every walk of life, and Little Red Wagon on the other side, for moms.
(A brief aside: One thing she knew straightaway was that she would not be Cobb Mom Magazine. Might as well call yourself Mom Jeans Mag. For real.)
So she did it. She called her friend and designer Tiffany Westbrook, who created the branding and a prototype. Then Elizabeth took the prototype and media kit door to door, showing business owners her vision.
Her plan was modest: 24 pages, 10,000 circulation. A target she knew she could hit with excellence in tact.
They sold out of ad space in six weeks, and the first issue rolled off the press in January 2009. Which, by the way, was not exactly a good time to be rolling anything off of anything in the small-business world.
So, how did it go? Today, LBD | LRW is over 50 pages (doubled) with a circulation of over 33,000 (tripled). My, how we’ve grown.
And, yes, they still sell out of ad space. But that’s not empty boasting. The LBD team works hard for each and every valued client relationship. It’s simply affirming of what Elizabeth foresaw — that women in her community were ready for something real, relevant and crafted specifically for them. Turns out: When you reach women, you reach a powerful economic demographic, and things tend to take off. Guess you could say it’s a girl thing.
To do life well — together, here. To become aware of the good, to be the illuminator for the good, leaving things a little better than how we found them.
To inspire authenticity, connect locally and promote community. Oh, yes, and to bring you really excellent discounts. (We know how you love your coupons, ladies.♥)
For more about us, meet our team.
Or contact us. We’d love to hear from you. And, if you have something nice to say, let us know. Your encouraging words might just appear in a future issue of LBD | LRW — or at least they’ll be passed around the office to make us feel dang good. (And if you don’t have anything nice to say, then kindly go say it to someone else.) 🙂