Beginning mid-2014, JOANN Fabric and Craft Stores set out to establish fruitful editor relationships with top-tier women’s consumer magazines to increase media coverage.

JOANN enlisted Sweeney to manage these meetings from initial pitching through post-meeting follow-up and ongoing media relations.

We traveled to New York City, Des Moines, Iowa and Birmingham, Alabama to meet with top home and lifestyle magazine editors twice a year.


  • Conducted 46 meetings with more than 100 editors from 21 media outlets, including Parents, Redbook, Woman’s Day, Good Housekeeping, Better Homes & Gardens, HGTV Magazine, Country Living, The Knot, Real Simple and many more.
  • In 2016 alone, we received more than 70 requests for content from these target media.
  • JOANN has been featured on the cover of HGTV Magazine and inside the pages of Woman’s Day, Country Living, Better Homes & Gardens, Southern Living, Rachael Ray Every Day, This Old House, Real Simple, Parents, Family Fun, Family Circle, Redbook and more.