By Leilani Chavez, abs-cbnNEWS.com
Posted at 11/02/2010
MANILA, Philippines - It's easy to develop egos especially if one is mingling with the upper crust of society. But working as the editor-in-chief of high society magazine Philippine Tatler, Anton San Diego said he remains to be humble and level-headed.
San Diego explained that it's hard to be humble and admitted there are times his ego appears especially when he attends a show and gets to be seated beside the bathroom. But before it gets the best of him, he dismisses the thoughts.
"I think you should not have an ego. You should work hard so you know where you're coming from. You just have to humble yourself--we're all people," he told ANC's "Headstart" recently.
"It's important to have a self-actualization of yourself. You don't have to prove yourself. Sometimes I feel that in my life and I tell myself to stop it," he said.
As editor of Tatler, San Diego gets to mingle with affluent and prominent names, from politicians to businessmen to old-rich families.
He admitted, though, that he has worked with women with high egos but most are very "down-to-earth."
Tough competition
Before San Diego became editor of the Philippine edition of Tatler, he worked as manager of Emporium Armani. He started writing columns for the Philippine Daily Inquirer in 1998, eventually landing editorship stints at Summit Media's Preview Magazine and ABS-CBN Publishing's Metro Magazine.
Tatler has a niche market in the Philippines that asks for luxury and lifestyle, San Diego explained. This is not surprising since companies have started to recognize the Philippines as a market of international fashion brands.
"People think it's glamorous but it's work," he added with a smile.
San Diego admitted there are intrigues and the competition is fierce since they are sharing the market with other magazines.
"Competition is great. It's good. It pushes you," he said. "I'm also amazed with what they come up with. I'm happy for them," he added.
When asked which magazine tops the market, San Diego had this to say: "I always say, the proof is always in the pudding. Go through all the pages and see it as a whole--the articles, paper quality, photography, advertising--that's how you gauge it. And what people talk about."
October, November issues
In October, Philippine Tatler came out with a cover of the 3rd generation Ferragamos in their affluent estates in Italy. It was an achievement, according to San Diego, as it took them a long time before they were able to contact the family.
"[I'm] super proud of the issue," San Diego said. "It's cool to be able to interview them. Their homes are amazing," he said.
Together with photographer Frank Hoefsmit, San Diego paid a visit to James and Louise Ferragamo at their home in Fiesole, Florence; Salvatore and Christine Ferragamo at the vineyard estate Il Borro; and Diego and Fiona di San Giuliano at the Palazzo Corsini, a 16th century mansion of the noble Corsini family in Italy.
The Ferragamos are friends of Mai Cojuangco-Zini's husband Andrea and the couple helped them contact the family.
Moreover, Philippine Tatler features Cojuangco-Zini, daughter of Peping and Tingting Cojuangco, in her Florence estate for the November issue.
Not selling covers
San Diego noted that to make it to the cover of Tatler, a person has to have: 1) pedigree, 2) extreme beauty, 3) success, 4) lineage, 5) power, and 6) prestige.
Among the personalities who graced the covers of Tatler are Kris Aquino (August 2003), Mar and Korina Roxas (May 2009), Sharon Cuneta, Isabel Preysler (September 2007), and Tory Burch.
One of the memorable covers they had was the first issue titled "All the President's Daughters" in September 2001, which had Imee Marcos, Jackie Ejercito-Lopez, Luli Arroyo, and Jo Ramos.
The cover was special because it was taken months after President Joseph Estrada was ousted from office and although Ejercito-Lopez was reluctant, she still agreed to grace the cover. San Diego noted that Kris Aquino declined to be included because "a certain daughter" will also be present.
The cover that placed Tatler on the map was the first anniversary issue "Men in Black" featuring then President Gloria Macapagal-Arroyo and her Cabinet secretaries: Lito Camacho (Finance), Angelo Reyes (Environment), Alberto Romulo (Foreign Affairs), and Mar Roxas (Trade and Industry). The issue was featured on CNN, BBC, and The Economist.
"We didn't want to give her the glasses at first. When we gave all the glasses [to the secretaries], she asked, 'Where's my shades?' And it worked," San Diego recalled, noting they only had 10 minutes to do the photo shoot because of the President's busy schedule.
"She was very uncomplicated. She can be intimidating because of who she is but she's a very nice lady," San Diego said of Macapagal-Arroyo.
San Diego also admitted that there are numerous people who lobby to be featured in Tatler. Even his friends tease him sometimes and some offered to buy the cover. But Tatler stands its grounds.
"We don't sell our covers. I'm very proud of that fact. You feel good but it's not, we don't do that. It's unethical to sell a cover," he said. "If someone pays, they don't deserve to be on the cover." -- With ANC
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