Knitch Magazine

Interview with Karin Strom, Editorial Director, Yarn Group, Interweave

One of the most influential people in the knitting industry is Karin Strom, Editorial Director of the Yarn Group at Interweave. Karin has successfully served many different roles in our community, but is most known for her editorial expertise. With her keen eye for fashion and her fiber expertise, she brings to enthusiastic knitters the new styles and yarns for each season. We’re delighted that Karin spent some time with Knitch Magazine to update us on her activities since she took on a new, important role with Interweave Press.

Knitch: First of all, when did you learn to knit?

Karin: I’m of the “my Grandma taught me to knit” era. Interestingly my mother had a distaste for all handwork, so luckily my grandmother was around a lot and anxious to pass on her skills. I think my first love affair with yarn was when she showed my how to make pompoms and gave me all of her leftover yarns. I made a giant multicolor pompom that I kept for years.

Knitch: Do you have any favorite projects?

Karin: I’ve always loved stranded colorwork, even when it wasn’t “in.” I spent a few days with knitting legend Alice Starmore after the Interweave Knitting Lab last fall, and am planning to order one of her incredible kits.

Knitch: Some knitters might not be familiar with the Interweave Knitting Lab, the live event that was held in San Mateo in November last year. How was it?

Karin: We were thrilled with the response to Knitting Lab. It’s so gratifying to see knitters’ thirst for learning and the excitement to be in classes with designers, authors and teachers they’ve admired.

Knitch: Are you planning to host additional Labs in the future?

Karin: Yes. The first Interweave Knitting Lab was such a success that we will be doing two knitting events in 2012. One will be in San Mateo again – same weekend (first weekend of November), same venue. The other one will be in Manchester, New Hampshire, October 11-14.

Knitch: So Knitch Magazine readers will want to mark their calendars for next autumn. One thing that always interests our readers is how people became involved in the knitting industry. Can you tell us how you transformed your hobby into a career?

Karin: My first job in this industry was with Tahki Yarns, before it merged with Stacy Charles. I had been designing with Tahki Yarns (two of my favorite yarns are still Donegal Tweed and Cotton Classic) and I started working there part time, helping Diane Friedman select colors and develop the pattern collection.

Knitch: Diane is the co-owner of Tahki-Stacy Charles, Inc., and quite a force in the industry.

Karin: I learned so much about how the yarn business works from Diane. Many things are still done the same way and many things have changed! From there I became and craft and needlework editor at Woman’s Day magazine, which I did for several years. I’ve dabbled in other things over the years, but I always gravitate back to yarn.

Knitch: Last year you became Editorial Director of the Yarn Group at Interweave. Tell us about your position and responsibilities.

Karin: In a nutshell, I oversee most of the publications and products Interweave produces relating to knitting and crochet. Interweave Knits and Crochet and Knitscene magazines all come out of our department, as well as several eMags, such as the popular Sockupied. The editorial team also helped the Interweave Events team put together the Interweave Knitting Lab.

Knitch: Does Interweave have other divisions, as well as the Yarn Group?

Karin: Yes. Interweave also has a Specialty Fibers Group, which includes all the spinning and weaving products, and Piecework Magazine, as well as Knitting Traditions and Crochet Traditions, all of which have a historic and/or ethnic focus. The Editorial Director of that group is Linda Ligon, who founded the company 35 years ago. It’s wonderful that Linda is still involved with the company she started, which, by the way, is still located in the same small town it was in back then, Loveland, CO.

Interweave also has a Jewelry Group, an Art Group, a Quilt and Paper Group, and, of course, Interweave Books publishes titles books in all of the categories.

Knitch: We’re certain that all our knitters know about Interweave Knits and Knitscene, but they may not know what differentiates the two publications. Can you tell about that?

Karin: Interweave Knits magazine has been published since 1996. The first issue was done as an experiment to see if a knitting magazine would fit in with the core Interweave products of that time. It was an instant success and quickly became a regular issue.

Past editors include Marilyn Murphy, Melanie Falick and Pam Allen, all of whom have gone on to do other wonderful things in this industry. The current editor is Eunny Jang, who is a lifelong knitter and hugely creative. In addition to editing magazines, Eunny hosts Knitting Daily TV.

The typical Knits reader is the avid knitter in her 40s or 50s, who makes many projects every year and considers herself an intermediate to advanced knitter. She’s looking for challenging projects and in-depth articles on technique and the knitting life. The mission statement puts it this way: Interweave Knits inspires, informs, and educates the modern knitter with projects and articles that celebrate the handmade life - making and living with authenticity and intention.

Knitscene started out as a special issue, meaning that it began as a once-a-year offshoot of Knits, targeted towards the younger, hipper knitter. It was a big hit and the demand was there for it to become a frequency title. It was clear that knitters and readers are hungry for a fresh approach. Editor Lisa Shroyer is doing a great job with not only choosing projects but with the presentation and styling of the magazine and highlighting up-and-coming designers and trends. Interestingly, in reality, Knitscene appeals to knitters of all ages.

Knitch: So both the older, more experienced knitter and the younger knitter interested in trends are well served by Interweave.

Karin: Yes. We also publish Interweave Crochet and Crochet Accessories, which, like all of the Yarn Group titles, in addition to being chock full of projects, always include in-depth exploration of technique, designer profiles and a fresh look at the craft.

Knitch: You mentioned Special Issues. Can you tell us what they were in 2011 and what you're planning for 2012?

Karin: Most of the Special issues tend to begin as an editor’s bright idea, and the ones that succeed become yearly editions. Knits Gifts is an example of that. It’s a once-a-year special issue, or “bookazine” – more pages than the frequency titles, and filled with more projects.

Often the special issues evolve into something else. In 2012, for example, Knits Accessories will become Knitscene Accessories because the Knitsceene audience is asking for more accessories and quick projects.

Knitch: We also saw Knit.wear introduced in 2011.

Karin: Eunny and the editors of Knits saw the need for a knitting magazine that presents wardrobe staples and in-depth technique articles in a sleek and clean way, and that’s how Knit.wear came about. That title has been such a success that we will be doing two issues in 2012, one in the spring and one in the fall.

Knitch: Are any other special issues being planned right now?

Karin: Amy Clark Moore, the editor of Spin-Off magazine, is a huge Jane Austin fan and had the idea for a magazine called Jane Austin Knits. To many people’s surprise, it has been such a hit that it’s in its second printing, but Amy knew she wasn’t the only “Jane-ite” who was wondering, “What would Jane knit?” It’s a great example of something that seemed like a wacky idea to some, really struck a chord, and has been a runaway hit! In fact, there will be two Jane Austen Knits in 2012, as well.

Knitch: It sounds as if you’ve got every type of knitter covered in your print publications. What about your TV venture? How is it doing?

Karin: Eunny Jang is the host of Knitting Daily TV, which is taped twice a year, and features guest experts like Shay Pendray, the original host of Needle Arts Studio, and Kristin Omdahl in the show's Crochet Corner. It airs on public television stations and covers a variety of needle crafts—from knitting and crochet to stitching, felting, and spinning—guiding viewers in learning new techniques, discovering new products and trends in yarn, color and design.

Knitch: So our American readers, and perhaps Canadians along the border, will find it on their closest PBS station?

Karin: Knitting Daily TV airs on public television stations nationwide and new markets are being added to the schedule all the time. You can go to the KDTV website and find out if it’s showing in your area. Each individual public television station chooses when and if to air the program. If it is not airing in your local market, you can call, write, or email and let them that know you are a viewer of the station and would like to see Knitting Daily TV.

Knitch: And what about our readers outside of the United States and Canada?

Karin: All of the Knitting Daily TV series are available on DVD through the Interweave store.

Knitch: Interweave was one of the first publishers to embrace electronic media, and many of us receive Interweave’s Knitting Daily e-mail newsletter. Can you tell us about the different emedia vehicles you're using?

Karin: I don’t think anyone realized when the Knitting Daily e-newsletter began in 2007 it would have over three-quarters of a million subscribers and counting.

Knitch: They’ve created quite a strong online community of knitters.

Karin: You’re right, the daily newsletters have been key in building the communities for Interweave. Each division has an online community and knitting is the biggest one. What’s really interesting to me is that many of the people who get the e-newsletters are not the same audience who reads the magazines. There is, of course, some overlap, but the online audience is a much broader group.

Knitch: I think many of us have become accustomed to receiving our email from Knitting Daily each day.

Karin: I know people sometimes feel like they get too much email from Interweave, but there is so much great content provided in the newsletters and it’s all archived on the Knitting daily website. It’s like a public library of knitting information!

Knitch: You’ve also got the online store.

Karin: All of the print magazines are available digitally through the Interweave store and many of the Interweave books are, as well. We’re working on a lot more digital initiatives for 2012, so stay tuned!

Knitch: You started with Woman’s Day, spent many years with Soho Publishing, and you're now with Interweave. Can you tell us what changes you've seen in the industry over the past few years?

Karin: Well, it does seem like knitting events have become a very real way for knitters and crocheters to experience that feeling of community and bring the material alive. The Stitches events have always been a mecca for knitters, and the Knitting and Crochet Guild events, Sock Summit, Vogue Knitting Live, all the sheep and wool festivals – yarn people are hungry for places to convene and learn more techniques, spend time with each other and the knitterati, and do a little – or a lot -- of shopping.

Social media has been a huge factor in the evolution of our industry and continues to be, but live events provide a setting for knitters to connect in person with people they’ve gotten to know online and to evolve their skills.

Knitch: One of the bigger changes in the industry has been the advent of online yarn stores. How do you feel about that?

Karin: As the former editor of Yarn Market News magazine, I have a lot of respect for yarn retailers, both shop owners, web retailers, and those who do both. I think retailers have had to become a lot more engaged and creative, with the Internet, and the challenging economy. The old model of having a storefront and expecting people to come in and buy yarn isn’t enough in most cases. I’m so impressed with retailers who are succeeding and thriving in these times.

Knitch: How to you think the yarn manufacturers are faring?

Karin: It’s been tough for the traditional yarn company model as well. There are so many innovative small producers who are utilizing different distribution channels. Everyone has to be really on their toes and willing to think out of the box.

Knitch: With all these changes in the yarn shops and in the media, do you think knitters have changed?

Karin: Knitters are a savvy bunch. They’ve really been on the forefront of technology in many ways. Knitting blogs have been one of the big categories in the blogosphere for years now. Innovative sites like Ravelry, which really grew organically, speak to the inherent need knitters seem to have for a sense of community. And who knew Facebook would become such a vibrant part of the knitting world!

But I think, as it always has, knitting attracts people because of the comfort of the craft, the challenge of learning new things, the beauty of the finished product and the sense of community it can provide.

Knitch: What do you see for the future for knitters and publishers?

Karin: The staying power of knitting amazes me. It just seems to continue to be strong. This is definitely a time of change, especially in the publishing side of things. Traditional publishers have been pushed to explore the world of digital publishing, perhaps even faster that they had wanted to. I think the next couple of years will be really interesting to see what happens in the world of print. Right now, it seems like people expect to have both options: printed magazines and robust digital options.

Personally I still love to leaf through a magazine or book and keep them around to refer to, but I must admit that I’m becoming more and more addicted to my iPad.

Knitch: You seem to truly love what you do.

Karin: I think it’s great to be in an industry where women with experience are respected. In so many fields, when you reach a certain age you are obsolete, but I love the fact that “women of a certain age” can thrive in this business.

Knitch: Yes. This is one business where women can thrive regardless of their age. Besides that, what do you especially like about your job?

Karin: It’s definitely the people I meet. I know so many people in this industry and have had opportunities to spend time with amazing folks. It’s really exciting to see so-called regular knitters interact with their icons – people like Barbara Walker, Meg Swansen and Alice Starmore – which is another thing that events offer.

Having been in this industry for so long, I’ve seen the evolution of a lot of careers, like Debbie Bliss and Nicky Epstein. It’s also really exciting to see new designers starting out and creating a stir.

And the travel opportunities have been pretty great for me, too. Last summer I went on an amazing trip to Australia hosted by the folks at Pear Tree Yarns; I’ve had the opportunity to visit several yarn mills, both in the US and abroad, which I find really fascinating. I’ve been to the Bergere de France plant, Dale of Norway and the Lopi plant in Iceland, to name a few.

Knitch: Karin, it sounds like you’ve found the ideal spot for yourself.

Karin: Yes. When I started in this industry, I never would have thought that knitting could provide such interesting and varied opportunities!

Knitch Magazine thanks Karin Strom for taking so much time to answer our questions. We wish her every success in her position with Interweave.