EPISODE
15
Episode 15 - Editorial Edge: Industry Insights & Creative Collaboration
EPISODE LINKS.
SHOW NOTES.
In episode 15 of McFarland Minutes, host McFarland welcomes Andrea Thorp and Carly Billington from Editorial Edge. The duo shares their journeys in the western fashion and editorial industries. Andrea details her transition from running a fashion blog to becoming a fashion editor for Cowboys Indians and Cowgirl Magazine, while Carly discusses her background in rodeo and her roles at Cowgirl Magazine. They recount their collaborative work on photo shoots and the formation of their company, Editorial Edge, which combines their strengths in creative direction and editorial expertise. They delve into maintaining authenticity in PR, predicting trends in western fashion, the logistics of photo shoots, and the advantages of their combined industry experience. They also highlight their commitment to building authentic relationships and providing tailored PR strategies. Additionally, Andrea discusses her western fashion rental business, Silk and Saddle. The episode wraps up with advice on how they prepare for the week ahead.
00:00 Introduction and Guest Welcome
01:05 Andrea’s Journey in Western Fashion
02:45 Carly’s Background and Career Path
05:24 Formation of Editorial Edge
08:10 The Dynamics of Editorial Edge
20:41 Remote Collaboration and Creative Synergy
24:47 Public Relations Strategies
30:12 Expanding Your Audience
30:45 Dynamic Content Creation
32:34 The Rise of Short-Form Video
33:01 Fashion Rental Business: Silk and Saddle
38:02 Staying on Top of Trends
42:24 The Importance of Authenticity
46:29 Future Goals for Editorial Edge
54:56 Sunday Reset Routines
57:43 Connecting on LinkedIn
ABOUT THIS EPISODE.
In this episode, we connect with two pioneering voices in the editorial and fashion industries, Andrea Thorp and Carly Billington of Editorial Edge. Known for their dynamic partnership and deep roots in the Western fashion scene, Andrea and Carly have carved a niche where creativity and editorial brilliance intersect.
Andrea’s story began in the world of Western fashion, evolving through various editorial roles, including her work with Cowboys & Indians Magazine. Meanwhile, Carly’s rodeo roots and editorial experience thrived at Cowgirl Magazine. Their partnership was a natural progression, fuelled by camaraderie and a shared vision for the industry.
“We complement each other in our work,” Andrea remarks, highlighting how their joint efforts have moved beyond mere collaboration. Their shared vision culminated in the formation of Editorial Edge, a venture designed to bring a comprehensive, immersive editorial experience to their clients across various industries.
What sets Editorial Edge apart is its integrated approach to public relations and editorial storytelling. Their services span traditional editorial, advertising, public relations, and more. From Southwestern Allure shoots in Santa Fe to complex logistical undertakings in remote Montana, Andrea and Carly have mastered the art of storytelling in environments as diverse as the subjects they cover.
Their diligence in curating unique content is evident in their hands-on strategy. They create an “immersive experience” for readers and viewers alike, combining photo, video, and written content to provide a comprehensive narrative. Carly shares, “It’s more than just a story with photos; it’s about creating a real behind-the-scenes experience.”
A key advantage Andrea and Carly bring to the table is their authentic connection to the Western lifestyle. Both women grew up rodeoing and are deeply embedded in the culture they represent. In discussing public relations, Carly emphasizes the importance of relationships in securing coverage, while Andrea notes the necessity of tailoring messages to fit specific publications. Their unique insider knowledge allows them to navigate the editorial world expertly, knowing how to pitch and position stories to gain maximum traction.
Editorial Edge doesn’t limit its expertise to traditional editorial work; it also ventures into emerging fashion trends. Andrea’s fashion rental business, Silk and Saddle, offers high-end Western wear through a rental model, appealing to the modern, fashion-conscious cowgirl. By providing options to rent luxury items, Andrea bridges the gap between desire and practicality, offering clients the chance to wear items they might not otherwise afford or use frequently.
Their take on fashion trends reflects a growing desire for authenticity and longevity in style. “Vintage styling and personal wardrobe staples are where we see the trend moving,” Andrea notes, highlighting a shift towards sustainable fashion and individuality over fleeting trends.
As they continue to expand their portfolio and influence, Andrea and Carly remain committed to excellence and authenticity.
For inquiries or collaborations, you can reach Editorial Edge at youreditorialedge@gmail.com or find them on LinkedIn.
IN THIS EPISODE.
Carly Billington & Andrea Thorp
Editorial Edge
https://www.linkedin.com/company/editorial-edge/
Andrea Thorp is Co-Founder and Creative Director of the new editorial marketing firm, Editorial Edge. With ten years of professional experience in the Western industry under her belt, Andrea has worked with major players in the industry as a writer, editor, and stylist, producing content with national reach. Her credentials include serving as Fashion Editor for Cowboys & Indians, Western & English Today, and COWGIRL, as well as writing for lifestyle publications such as Western Horseman. Residing in Decatur, Texas, Andrea has her finger on the pulse of the West–with Fort Worth just around the corner. When she is off-duty, Andrea enjoys collecting Native American jewelry, training for half marathons, and spending time with her husband, Marshall.
Carly Billington is Co-Founder and Editorial Production & Publicity Director of Editorial Edge. A lifelong rodeo competitor, she received a college rodeo scholarship from New Mexico State University and earned both a Bachelor’s in Marketing and MBA. Carly previously served as Features Editor and Digital Marketing Manager for COWGIRL Magazine, where she built a strong foundation in editorial content and digital strategy. Since then, she has worked with respected brands and publications such as Western Horseman, Cowboy Lifestyle Network, and Of The West, crafting compelling content that connects with audiences across print and digital platforms. When she’s not working, Carly can be found in the saddle – riding, roping, and spending time with her fiancé, Ryan.
ABOUT YOUR HOSTS.
NATALIE MCFARLAND
PRESIDENT, FOUNDER
MCFARLAND PRODUCTIONS
After freelancing her way through college, Natalie established McFarland Productions in 2014, which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same; capturing, understanding, preserving and promoting Ranching, Farming, Western Lifestyle and AgriBusiness. She has always had a love for the western culture and even at a young age it was unmistakably clear she would someday find a career serving the industry.
Natalie grew up on a small ranch, rodeoed, showed horses in a variety of disciplines, showed livestock, and participated in 4H and Oregon High School Equestrian Teams. She has trained herding dogs and started colts, worked with sheep and cattle and has had the experience of racing to finish up a hayfield before a rainstorm hit. She understands the joys, sorrows, wins, losses and hard work of ranchers and farmers. That’s why McFarland Productions can produce authentic marketing campaigns for the businesses, organizations, events, and brands of the western and agriculture industry – it’s who she is.
With a passion for building community surrounding brands, Natalie focuses on building real connections between companies/brands and the people that make up their community. Telling the stories of your customers and making them apart of the brand’s story is her main focus. Creating real, human, meaningful connections and strengthening community within the western and agriculture industry through strategic marketing services.
SCOUT FOSTER
OUTREACH MARKETING MANAGER
MCFARLAND PRODUCTIONS
Scout’s faithfulness to the agriculture and western sports industry is rooted in tradition. Growing up in Central Florida, she stood by her family as they supported different sectors of the industry, including raising beef cattle, bucking bulls for local rodeos, and spending weekends with her grandparents who lived on Disney’s Wilderness Preserve.
Moving away from The Mouse, Scout graduated Magna Cum Laude from the Nation’s top agricultural communications college at Texas Tech University in 2022.
Now residing in Crockett, she and her husband, Lane, keep busy raising beef cattle and bucking bulls with her family. Scout also loves gardening, raising chickens, reading, and her two dogs: Rue and Dill.
