A few weeks ago I had the chance to chat with Celia San Miguel, editor and founder of SickaThanAverage.com, about blogging, being a mom, and being latina. Here’s what she had to say!
Q. Sicka than Average has been around for a while. What do you think contributed to the success of the site?
– Yes, Sicka Than Average has been around for over two years, and I’m really grateful for its success and look forward to doing more exciting things moving forward. I think Sicka Than Average has appealed to readers because the content is so diverse — one minute, I’ll feature sneakers from an independent brand like Stampd’ LA, and the next I’ll feature luxe Balmain sunglasses or affordable but on-trend pieces from H&M. The same applies for beauty coverage: I’ll go from a drugstore find to an up-and-coming makeup brand or a high-end skincare line, thereby providing a wide breadth of price points for readers. My point-of-view has always been that women’s tastes are way more complex and nuanced than most outlets suggest — traditional categories like “preppy” or “Bohemian” are way too simplistic for today’s woman, who is bound to find inspiration in everything from rock-n-roll to street art, haute couture, film, and much more. I try to have Sicka Than Average be a reflection of these eclectic sensibilities.
Q. You came to the world of blogging after working in print media for a while. What do you see as some of the major differences between the two?
– I have a long history in print. I actually started out at In Style, then moved on to Complex magazine, the New York Post, VIBE and GIANT (over the course of about 8 years), and I’ve written for publications like Essence, Latina, Paper, XXL, Upscale, the New York Daily News, KING, CITY, and many others. I actually started Sicka Than Average while at GIANT magazine and eventually decided to leave GIANT and focus on Sicka Than Average full-time, but for a short period of time I was doing both things and it was interesting to compare and contrast how each of these mediums work. I think that, in the current climate, in order for print media outlets to be successful, they have to adjust the way they think. The idea of “breaking news” in a print publication is ludicrous at this point, since most magazines have a minimum lead time of 3 months (meaning they’re working 3 months ahead, so they’re putting together fall or even winter issues in the summer time) and there’s a plethora of sites that are bound to outscoop them. Similarly, product reviews and new launches are good topics to cover in print, but publications should be well aware of the fact that these are bound to be covered elsewhere before their issues hit stands. Having to work with such long lead times can be quite a challenge for print publications in the digital age, and I think glossies are best served when they come up with a really strategic and clear vision for their print outlets that puts more weight on well-researched, excellently penned, and timeless editorial pieces and gorgeous imagery (particularly in their fashion editorials) that readers will want to display in their coffee tables and look at over and over again. As far as the digital world, I think it’s much more immediate. Online writers, editors, and bloggers can write about topics in real time, which is a huge advantage in terms of breaking news. If you’re not particularly interested in breaking news, there are still so many advantaged to the online space. For one, it breaks down any barrier between the writer or blogger and the reader, creating a space that’s much more conversational and personal. Bloggers who have a strong voice and share their personalities with readers have the ability to develop a much stronger bond with them. Also, the online space allows you to converse with these readers, so that they can comment on posts and write e-mails to you and create a really fun and helpful dialogue. I always say the web has democratized the world of publishing, allowing everyone to have a voice.
Q. You were born and raised in Puerto Rico. Does your latin upbringing inform the kind of products you feature on the site?
– Heck yeah, my Latino heritage informs my writing and my aesthetic — it’s a huge part of the lens through which I see the world. I’m Puerto Rican, and I’ve absorbed so much of the island’s culture, food, music, art, and history that it’s just part of my DNA — I don’t have to consciously think about it because it’s just a part of who I am as a person. I suppose my love of bright colors and certain scents (like mango, coconut, gardenia, etc.) all have to do with my upbringing in PR. I tend to like brighter, flashier makeup and bold fashions, and I think that’s due in large part to me growing up in PR and then living in NYC for so long (over ten years), where I’ve really been immersed in graffiti and hip-hop culture.
Q. For you, what is the most important aspect of blogging?
– For me, the most important aspect of blogging is being original and true to yourself and your vision. I think every blogger should ask himself or herself, “What am I bringing to the table?” For some, it might be breaking celebrity news. For others, it might be getting first-dibs on new MP3s they can share with readers. For others, it might be having the best photos of cosmetics swatches. Each blogger usually identifies his/her strongest areas and focuses on those. For me, I focus on the mix of products selected and also on my writing style. I realize there will be other sites covering the same topics, so for me, it’s about HOW I cover these topics and the amount of detail I can provide via my descriptions, the information I include, and my first-hand anecdotal accounts about my experiences with various products. I try to use my background as a writer to really bring each post to life.
Q. I had a chance to meet your son the other day while at a beauty event. What are some of the challenges of being a blogger AND a mom?
– My son is the best, isn’t he? LOL.. Being a mother is the most precious and wonderful blessing in the world, but I have to admit it can be quite a challenge to juggle being a blogger and a mommy. With blogging, there’s no down time — it NEVER stops. And it’s the same thing with being a mom, so it’s a constant juggling act. Some times, when I’m in full work mode, I may be interrupted to go fix something, clean something, cook something, or just to give my lil’ one some attention. There are times when I can tell him, “I need to do some work, and then we can play,” and he’ll understand. Other times, I’ll get the, “Are you done yet? Are you done yet?” routine, which is pretty typical 6-year-old behavior! lol… For me, I try to have as much balance as I can — I block out parts of the day when I’m just focusing on being mommy (without looking at e-mail constantly or checking my Bberry) because I want him to have my undivided attention. But, of course, there is going to be overlap between the work and personal worlds – it’s the nature of the beast. Just now, I was typing my answer to this question when my 6-year-old rushed in here talking about how there’s an invisible ninja in the house and how I had to go into the hallway and fight the ninja (seriously — this just happened! lol). And, of course, I had to go and pretend to fight an invisible ninja to appease him – silly as it sounds. Once I was done, I came right back to the laptop to answer the questions. It’s a crazy existence, but I kind of love the madness!
Q. The term “mommy blogger” is becoming very popular. Do you consider yourself one? Is there a difference between a “mommy blogger” and a blogger who is a mom?
–The term mommy blogger IS becoming quite popular. I can’t say I consider myself a mommy blogger though — mainly because I think of mommy bloggers as being moms who blog about their children, parenting, etc. I just think of myself as a blogger who is a mom. The difference for me is just the beats you cover — it’s that simple.
Q. Words of advice to novice bloggers?
– My advice to novice bloggers: blog about what you love. If you’re passionate about the topics you want to discuss, it will be reflected in your content and readers will gravitate to your blog. Also, don’t try to imitate what others are doing. Sure, it’s good to study other sites and get a feel for what’s out there, but try to innovate and find your own voice, your niche, and your point-of-view.
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