Organic Style's Danny Seo Secures Celebs

Folio: The Magazine for Magazine Management, May 1, 2003 by Teresa Palagano

Byline: Teresa Palagano

When someone says celebrity, you think haute couture, not Birkenstock. You think over-the-top, not down-to-earth. Yet Organic Style, the eco-friendly glossy from Rodale that touts "the art of living in balance," has gone out and gotten its very own celebrity wrangler. Danny Seo, whose official title is editor-at-large, has been charged with expanding the mag's star wattage. "It's about finding that balance of style and awareness," says Seo. In addition to planting celeb-soaked features in the pages of OS, Seo is writing a Page-Six-style, trend-spotting section called GreenBuzz. It's tricky, he says, "because we don't want to become another celebrity rag. But the reality is a lot of [eco-friendly] trends do start in Hollywood. And it sort of makes it more interesting. If you can sugar-coat the message without selling out the message, then it's a win-win."