FULL Q&A: OK!'s Editor-in-Chief Jaclyn Roth on Running the Show, Standing Out in the Industry & What Really Works
How she picks winners, spots talent & makes headlines hit – daily.
You asked – she answered! From jaw-dropping celeb hookups to the headline tricks that actually drive clicks, OK! Magazine’s Editor-in-Chief JACLYN ROTH is pulling back the curtain on what really powers the site’s biggest stories.
In this candid Q&A, she reveals the moments that made her “gasp,” why those first few words of a headline matter most and how the team decides what’s worth publishing – and what gets cut before it ever goes live.
Ever wondered what’s really going on behind the scenes? Here’s your inside look.
Q: What kind of stories do you personally get most excited about?
JACLYN: I get excited about some juicy news — especially surprising couples! When Taylor Swift and Travis Kelce were seen holding hands after one of his games in 2023, I was actually stunned! I also gasped when Kylie Jenner and Timothée Chalamet were revealed to be a couple. You always think, is that real? And then when you actually see it, it’s crazy!
Q: How do you know if a headline is good enough to run?
JACLYN: I always think… what would I want to see? What would draw me in? To me, the important components of a headline are making sure their full names are in there and they are more toward the front of the headline vs. the back. The headline should immediately grab me in, so the first 5-6 words are extremely important! Sometimes I can think about a headline for a while, and it still doesn’t feel good enough!
Q: Do you ever kill a story even if you know it’ll get clicks?
JACLYN: Not so much if it won’t get clicks, more if it’s something TOO salacious or something we don’t have enough credibility with. Some outlets/blogs/internet sleuths post things on Instagram/X, but they aren’t true - so we really need to use our judgment and try to verify before we post something. Everyone on our team has around 6-7 stories they write each day, but if a better story arises, we will usually knock the “less” important one off their list to make room for ones we KNOW will get the clicks.
Q: What do readers actually care about right now that might surprise people?
JACLYN: Honestly, politics. I went into entertainment news not ever thinking about politics, but our world has changed so much, and politics/entertainment are sort of colliding into one! Spencer Pratt is running for mayor of LA, Donald Trump is our president twice (and was a reality star before he became president), and so much more! I think people are really interested in the behind the scenes of the political world now.
Q: What’s the difference between a story that does okay vs. one that blows up?
JACLYN: The difference is pageviews! We’ve had stories blow up on social and our site. For instance, Kelly Ripa getting into a “spat” with Howie Mandel was on Live with Mark and Kelly, and no one caught it in the moment except for us! We posted right away, and it garnered almost 20K views in one day! Sometimes stories fall flat, and that’s OK too… but we always need to try, and this way, we can also learn about what our audience likes too. When a story goes viral though, it’s a great feeling.
Q: How do you handle it when a story gets backlash?
JACLYN: Honestly, just shrug it off! Easier said than done, of course, but I try not to look at the comments section (which a lot of celebs have told me to not do because it will just bring you down). I know there are some tough calls to make, but there’s going to be another story in probably 15-20 minutes that we’re going to post, so the cycle moves quickly!
Q: What makes you personally click on a story now?
JACLYN: I love photos and videos. In this day and age, I feel like social media is so important and we all want to watch something that’s 5-10 seconds. I also will click on a story if it’s someone I care about. I love Taylor Swift, so anything she does, I will click on. I also will click on those crazy stories - Cardi B and Nicki Minaj got into a fight at Fashion Week in 2018? I need to read that!
Q: What’s something people think is easy about this job that really isn’t?
JACLYN: Interviewing celebs! It’s so fun and there have been amazing experiences, but I think people think I am in a room with them all day, and in reality, it’s like a 10-minute experience. Typically, I get to chat with them for around 10-15 minutes, and it’s very fast. Sometimes, they are on such a tight schedule, it’s hard to get chummy and really get to know them. Also, red carpets are cool but it’s not glamorous. You’re standing there hoping that the celebrity stops to talk to you, but they could easily pass through (maybe they are in a rush), or you only get 1 question, and you have to make it count! There’s a lot of pressure that comes with that, but I have to still remember, it’s a great experience either way.
Q: What’s a common learning curve for younger editors?
JACLYN: I think knowing what is newsworthy vs. what’s not and how we can set ourselves apart from other brands. We have a lot of competition in the entertainment space, so we really need to set ourselves apart and not just write the straight up news sometimes. If Britney Spears was seen getting into a heated debate at a restaurant, we should call the restaurant, reach out to eyewitnesses, etc., so we can get our own take on the situation and story and handle our reporting differently. We have a different spin and take than the other outlets, so we need to continue making it special and unique.
Q: If you were starting your editorial career over, would you do anything differently?
JACLYN: Honestly, no. I started off as a red-carpet reporter and got so much experience interviewing celebs in real time – on a carpet when it’s tense and stressful and you have to think on your feet. I also built thick skin because sometimes celebs might not be the friendliest, so you really just can’t take it personally. I was in the weeds of it all and got an understanding of how showbiz works. I wouldn’t trade it for anything, and I am so happy to be where I am now! It really is a dream job that I don’t take for granted.
Q: What’s the fastest way someone can earn your trust at work?
JACLYN: Just being passionate about the stories and having knowledge about the entertainment world! I want you to be excited to write a 400+ story about Kim Kardashian, but also about Donald Trump. It can be tough to know a little bit about everything, but this job should be fun! I also want someone who is eager to pitch stories or find a different angle that others aren’t always getting. Have a good attitude and be a team player 🙂 .