Naomi Zeichner, New York Times Advertising

💭 Thoughts on “good” gifts, eternal cumbia, and It girls.

Naomi Zeichner is a writer, creative director, and host of the monthly radio show New York Naomi. She has worked in music and media for over 10 years, previously as editor-in-chief of The FADER, an Artist Partnerships lead at YouTube, and a curator for MoMA PS1 Warm Up. In music, she’s helped artists like Rosalía, Kenny Beats, Tyler, the Creator, and Gucci Mane tell their stories; in content and advertising, she’s worked with brands like The New York Times, Google, Apple, Spotify, and Cash App to participate in culture. She always starts the shared photo album and dreams of living on a lake. 

🎯 Current focus

I quit doing jigsaw puzzles cold turkey about a year ago, because for me they were fun and consuming to the point of distraction. I say all that to say, one of the blessings of work at T Brand, the content studio of New York Times Advertising, is that, to respond to a brief or to ship creative, you’re piecing together a new puzzle every day. Right now I’m excited about a print spread our team produced to run in T and The New York Times Magazine in August and September as part of a campaign with Google Pixel.

🌁 San Francisco 

My boyfriend was diagnosed with lymphoma this past February. So we’ve spent a lot of time this year thinking about cancer, and also had the pleasure of living together in San Francisco, where he’s from. I used to be weirded out by how it can be cloudy and windy and harshly bright here all at the same time, but now it feels comfortable. I love eating at Hong Kong Lounge and Kevin’s Noodle House, going to Green Apple Books, and walking on the Great Highway. Salon Belle Linda and Wonderfoot Health Center are, no offense, as valid as my favorite nail and massage spots in New York. 

🎁 “Good” gifts

Giving and receiving gifts can be unpleasant — because we all consume too many things, because we’re not great judges of what other people want and need, or because reciprocity is a part of the game. I’ve always found it stressful! But life is also stressful, and this year I’m more hopeful that good gifts do exist. I’m inspired by Megumi Inouye, who wrote a beautiful manual about expressing gratitude for your community and the world through gift wrapping, Jassine Chrisphonte Rios, whose More Giving project documents how she shows appreciation with thoughtful gifts, and Rachel Day, whose acupuncture practice and newsletter examines ways to take care. When I want to say thank you and don’t know where to start, I think of this good advice from my friend Petrushka: Imperfect action is usually better than doing nothing, and a heartfelt card is personal and close enough to free. 

🪗 Eternal cumbia

Putting together a radio mix every month is how I notice how trends and my taste move over time. If I need to fill in a show with something I know I’ll like, I can always look to the expansive multiverse of cumbia. There was a lot of talk last year about the evolution and popularity of traditional Mexican corridos, pegged to stars like Peso Pluma. There’s been less of a cohesive ‘breakthrough’ narrative around cumbia, in spite of its enduring appeal across regions and the streaming success of artists like Yahir Saldivar and Los Ángeles Azules. This doesn’t necessarily feel like a bad thing, though — it’s reassuring that there are still some parts of culture that are both too niche and too big to tie a bow around.

🏄 It girls

There are so many hot people! I look up to Ariella Starkman, whose Starkman & Associates team executes good ideas like this closet sale and this table-long tiramisu. Grace Gordon’s marketing newsletter Great Point is all hits, no misses. Vida Habibi makes soulful work for tech brands. Brittany Chanel Greene is the big idea/small detail person I’d want fixing my decks and directing my set. Jordan Dinwiddie and Emma Barnett have defined Nike’s voice imho! Diane ‘Shabazz’ Varnie is a brilliant DJ and vibe-setter. I admire Hannah La Follette Ryan as an artist and teacher. And I respect my colleagues who are parents and caretakers. 

🌱 Seaweed salt

I really appreciate brands that figure out how to offer something that’s special-feeling and also durable, fairly priced, and spiritually aware of its impact on the planet. At this point in my wedding guest journey, I really appreciate how indestructible Norma Kamali clothes are. Suay Sew Shop’s pillows and Community Dye Bath service seem too reasonable to be true. Systemarosa’s styling and concept are in a league of their own. As a bath person, I’m forever waiting for a brand to pull off an epsom salt soak with smart packaging, science-certified ingredients, and a not-luxury price point. I wish Soft Services or the UK seaweed skincare company Haeckels would try. 

☕️ Espresso on ice

Sorry to be Cathy, but I don’t start my day without going to the coffee shop. I usually get an espresso on ice with some dairy milk. Right now I’m glad to be near Coffee Movement on Balboa in SF, where the baristas are locked tf in with their craft. On weekends there’s always a line, but it moves beautifully thanks to their proprietary system, where you order with the barista, move with your drink right to left, then pay at the register. This strikes me as a better flow for everyone! If you’re a barista who knows why ordering rarely works this way, pls lmk. 

꩜ I get a little bit closer

I’m fond of saying “every day is a winding road” because — even when everything feels stuck — that’s true. 

Follow Naomi on Instagram & Linkedin and check out her radio show here.

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