NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Nathan Lump: Editor of Travel + Leisure

My NativeAdVice:


Nathan Lump is Editor of Travel + Leisure, a role he assumed in September of 2014, leading the strategic and creative development of the T+L brand across platforms. Prior to joining Time Inc., he spent nearly two years at Condé Nast, most recently as Director of Branded Content, a role in which he established and led a new corporate branded content practice for the company, and before that as Digital Director at Condé Nast Traveler, where he oversaw the brand’s digital channels— and its mobile version, social media, and the tablet edition—spearheading a site redesign and leading it to 132% year-over-year organic growth. He has created and led the content strategy and content marketing departments at two major advertising agencies, J. Walter Thompson and Hill Holliday, working with clients such as T. Rowe Price, Rolex, Johnson & Johnson, Liberty Mutual, and HSBC. He served as Editor of the travel edition of T: The New York Times Style Magazine from 2006 to 2009, following six years at Travel + Leisure and earlier editorial positions at SmartMoney and Condé Nast Traveler. His work has won Webby and OMMA Awards and been nominated for multiple National Magazine Awards.

How did you get into the publishing industry?

When I was in college, I worked for the Let’s Go series of travel guides (they’re produced entirely by Harvard students), which gave me a terrific base of experience assigning and managing writers, and editing content. After graduation, I moved to New York with the full intention of taking a year off from school before returning to get my Ph.D. I had a couple of fairly miserable jobs in related fields—I worked for a catalog retailer and a book publisher—and realized that some of my friends who were happiest in their entry-level jobs were working in magazines. This was the 90s, and magazines were really glamorous places to work. My résumé happened to be on a managing editor’s desk the day an assistant quit, and thanks to my experience, I got the gig. I fell in love with the work and the rest is history. (Never did get that Ph.D.!)

Tell us about Travel + Leisure. What inspired the idea and what is your vision for the magazine?

T+L has been around for more than 40 years, and for a long time it has done quite a good job of addressing the interests and needs of its audience of highly sophisticated, affluent, frequent travelers. When I took over the brand last fall, my notion was to take what’s great about the brand’s DNA—a cosmopolitan and global point of view, a focus on deep expertise and what’s leading edge, an attention to the various lifestyle interests that intersect with travel—and give it a fresh new creative expression across platforms, with an eye to modernizing the website and making the magazine more effectively do what print still does well in the digital age. Overall, for the magazine it’s about diversifying the range of destinations and experiences we cover, and making sure that creatively the product is as immersive and inspiring as it can be—that it gets people excited about new things. And online it’s about making sure that we are satisfying a wide range of needs, everything from daydreaming to trip planning, and providing an experience that is both easy to use and beautiful.

Life Motto?

Never stop learning.

Travel + Leisure’s Motto?

Never stop traveling! Travel is a joy, and there’s a whole world out there to discover.

Your greatest success as Editor of Travel + Leisure? Most difficult moment-how did you overcome and what did you learn?

So far, it’s been the relaunch of the brand that we unveiled last week—and particularly that we redesigned both the print magazine and the website at the same time. This almost never happens, but it was really critical to me that we think about remaking the brand holistically across our platforms. I’m so proud of what we’ve accomplished as a team; I genuinely love the new products and think they are spot on for our audience.

Your advice to an aspiring editor/journalist?

First I think it’s essential to practice your craft—I’m a big advocate of learning by doing. Find outlets to work for, no matter how small or obscure or poorly funded, and get to work. I also think it’s critical to learn and stay up to date on the full range of media: today it’s all about being fluent in all platforms, from print to web to all the social channels to video. And it’s become so important to learn how you effectively market content—how do you get maximum exposure and promote your content to help it find an audience? I also always advise people to learn the business side of our business; being an editor or journalist today you need to understand what’s going on in marketing and advertising and the various ways content-driven brands are looking to identify new revenue streams. Editors and journalists who understand these things have an important edge in the job market today, I believe.

Describe the ideal experience reading Travel + Leisure.

I hope the readers of T+L are both entertained and informed. We aim to surprise them with things that are novel, and provide them with fresh ways of looking at and thinking about places and experiences that are more familiar. I hope you see something that takes your breath away, read something that fascinates or moves you, and discover something that makes you feel we made good use of your time.

How do you motivate your employees?

My overall philosophy of management is to hire great people, provide clear leadership and vision for them, and then as much as possible give them the freedom to do what they do. I myself have always worked best when I’ve been given ownership and responsibility and a high degree of autonomy over my work. It sounds obvious, but I think people do their best work when they feel invested in the outcome, which includes feeling like the work is a true representation of their skill and talent, so I try to establish those conditions.

One food and drink left on earth, what would you choose?

Cheese and red wine.  (I’m assuming there might still be water?)

What literature is on your bed stand?

Generally speaking I’m reading a book or two and some periodicals. At this moment, it’s Alexandra Fuller’s memoir “Leaving Before the Rains Come,” the latest issues of The Economist and The New York Times Magazine, and a few French travel magazines: Air France’s magazine, L’Officiel Voyage, Ici & Ailleurs.

Current passion?

Italian menswear, generally, and Eidos Napoli, specifically.

Favorite travel destination?

Absolutely impossible for me to choose—I’ve probably been to Italy more times than any other country, but I’m equally passionate about India, and southern Africa, and France, and I happen to love Canada and I have a thing for those slightly odd places that are on the fringes of our planet, like Patagonia and Greenland and Tasmania. I could go on and on!

What's next for Travel + Leisure?

We’ve got so much in store—we’ll be launching some really terrific interactive destination guides on our site a little later this year, for example, and will do some fun events around the 20th Anniversary of our annual reader survey, the World’s Best Awards. But the biggest news will be around video, events, and commerce—stay tuned!