Laura Sweet, “The Oprah of the Internet” was with us for all of February. And we are now back with her witty & sweet answers. So, read-on.

1. Peter: Laura, what’s your take on the Amazon’s Kindle 2? How exactly will it revolutionize the way we read books? Would you go for it?

Laura: I do love the aesthetics, the packaging and the intent, but I am still a fan of cracking open an actual book, the cover art, the feel and smell of the pages and the concept of “curling up with a good book” as opposed to “curling up with a Kindle,” so at this time, I’m not going to purchase one. Of course, my age could have something to do with my reluctance.

2. Jennifer: How is it like being associated with Chiat? Which advertising campaign, overall, you find the most inspiring and why?

Laura: Aving worked at several reputable agencies over the past 24 years, being associated with Chiat was not much different from being associated with other ad agencies. I’m hired to come up with creative, effective and memorable ways to build brands or move product, regardless of the agency. What Chiat has over other agencies is that more people worldwide may be familiar with it, it’s reputation for consistently creative work is well-earned and that they have an incredibly cool building in Los Angeles.

In regards to what advertising campaign I find the most inspiring and why? I honestly cannot name just one, I’m too close to the industry and too familiar with the intricacies that go into that form of communication. Most campaigns have their merits and some… well, some don’t have any.

3. Morgan: How did you decide on your blog’s title, “If it’s hip, it’s here?” Isn’t it too long a title for a blog?

Laura: Well, I did violate 2 major rules when it came to naming the blog. First is “if you have to say it’s hip, then it’s not” and the second is the length of the name. However, I wanted to be very clear about the fact that my blog would be a place where one could find what is in style regardless of design discipline. The name had to encompass everything from fashion and art to marketing trends and luxury items, so I figured a title that was a literal explanation of the blog would leave no confusion as to content.

With bookmarking, shortened URLs and “smart” computers, finding and remembering the blog name seems to be easy enough, despite the long name.

Lastly, the name is also such a bold and brazen statement that it keeps me on my toes to live up to it.

4. Marc: What’s that greatest learning experience you would like to share with our readers from your exposure to art?

Laura: Oh my, that’s quite a question. I was formally schooled in art, having received both a fine art and an art history degree from the University of California at Berkeley, and that gives me a knowledgeable background and countless references. But, to sum it up, I suppose the greatest learning experience is that anything can be art and anyone can be an artist, it’s really just any form of personal expression.

5. Dustin: What strategies have you adopted to make “If it’s hip, it’s here” a brand? What do you think gave you an edge over so many other design blogs?

Laura: To build a brand – at least online - I incorporated the usual SEO strategies and have stayed consistent with name and logo. Building a following on the social shopping site, thisnext.com also helped to introduce the blog brand to many readers and added to my credibility. Creating a Facebook group and building a Twitter following certainly didn’t hurt.

Of course, content is crucial in building an audience and one way I differentiate IIHIH from other blogs is that I almost always include an informative background and many pictures, whereas most blogs just show images or include a link for more info. I try to give my readers what they need without having to travel to another site. I have received lots of emails that tell me how much people like the information and research in addition to the subjects and imagery.

6. John: Laura, while creative geniuses like you are busy finding new ways to connect with the consumers, on the other hand, technological advancements, like the DVR, are hell-bent on killing the ads. Do you think that advertising will survive in the digital age where users will be more and more powerful?

Laura: I think advertising will always survive. There will always be the desire from a manufacturer, company or distributor to promote their product or service, the difference will be how they reach their audience and who is delivering the message. More and more consumers promote products on social shopping networks and blogs and savvy marketers have already picked up on this. It’s simply a different form of advertising.

Where the money is spent is changing. For instance, less money is being put into TV advertising these days and more is being put into web videos, creating media rich banners, micro sites and other tantalizing ways to attract consumers. Advertising will always be around, it just needs to morph into the most effective form.

7. Suzanne: Which advertising trends you think would rule in the coming days?

Laura: I do believe that as we continue to learn how people utilize the web and share information, advertising communication will adapt itself to that particular media. Marketers and brand strategists are smart enough to see where people are going for their information and to find ways to communicate within those venues.

8. Sam: In what ways you would love to leave your mark or continue to leave your mark on the ever shifting creative field you’re involved into?

Laura: I’d love to be the next Faith Popcorn, to have a syndicated column and write a book or two.

9. Team: Your views on Bornrich & Instablogs network?

Laura: Well, obviously I’m a fan and have been reading Bornrich for years. Any hub that encourages user generated content as well as having informative global news is of value to me.

RAPIDFIRE ROUND:-

1). Four lifestyle trends that you have stopped following during recession?

Laura: None. I believe the recession, like those in history, is temporary and I continue to blog about luxury items as well as outrageously expensive art because people still enjoy reading about it- maybe now, even more since it’s so out of reach for so many. If the site were an e-commerce site, then obviously, the content would change.

2). Your take on weblogs award:
a. they suck b. they rule?

Laura: Wow, both statements are so bold. Can I choose C? lol.

3). Designer you appreciate a lot:
a. Philiipe Starck b. Karim Rashid c. Ross lovegrove d. other?

Laura: I have to add e. All of the above.

4. Where do you get news from?

Laura: Google alerts, foreign magazines, newspapers, newsletters and news sites, basically anything and everything.

5. Describe your “style.”

Laura: My personal style varies from that on the blog. The style of the blog is really to share what’s going on out there now in terms of art, design, style, and fashion, whether or not it’s to my personal liking.

My own style is virtually impossible to sum up. If I had three homes, one would be decorated as modern classic, one would be Chinoiserie and French antiques and the third, probably Japanese minimalist

6. Your favorite online/offline design magazines?

Laura: Well, I have very many! But here’s just a few of my favorites

Offline: Objekt, Wallpaper, Metropolis, Platform, Luerzer’s Archive, Swindle, Communication Arts, Art Forum
Online: Domus, Smashing magazine, Spectrum, PDN, Robb Report, Mac Life

Thanks, Laura for such a wonderful interview. And, we wish you “Good Luck” in all your future endeavors!425631