Beauty professionals have a new tool to keep tabs on one another, and it’s perfectly in step with the changing media landscape.

The platform, called Media Intel, is the brainchild Jaime Maser, a public relations veteran who worked in-house for La Prairie from 2009 and 2014, before opening her own firm, Maser Communications. According to Jaime, Media Intel is meant to be a straightforward insider-focused email blast that shares with its recipients’ personnel updates from editors, freelancers, television experts, public relations professionals and other beauty industry executives. Jaime, a self-dubbed people connector, scouts updates via social media, organic networking and via conversations with well-connected friends for insight into employment shifts. Once she’s tipped off to industry news, Jaime checks with the person directly before sending out a detail-packed update via email in real-time.

“There are certainly other sites and outlets that talk about media moves –, Cisions, Fashion and Beauty Monitor, WWD, etc. – but I found that I was hearing the news well before those sites broke them,” she said. “I’m an information junkie and voracious reader, so I’ll comb social media to see if I spot an editor announcement or move on Twitter or Instagram – well before I read about it elsewhere. Or, I’ll be at a breakfast or dinner with an editor, and because we have a long-standing relationship, they share their news in advance of it being public.”

The concept is simple enough: for $50 a year [via] one is automatically signed up to receive media alerts directly from Jaime. Each alert includes information such as job and address changes, promotions and announcements and moves from full-time work to freelance, a trend Jaime has been noticing across the board.

“I plan to keep these e-blasts authentic. It’s an email from me – no fancy newsletter, no complicated sign-up process, no pomp and circumstances,” she said. “It’s simply a media update, any temporary or new contact information that’s available for that person or their replacement, a screenshot of the news I spotted on social media.”

As the publishing industry continues to morph into a digital version of itself, employing more and more freelance and contract-based staffers rather than full-time editors, Jaime believes the market is ripe for a tool such as hers.

“Editors once had emails mostly ending in [publishing house URLS like] or, but now I’m seeing a lot of gmail addresses,” said Jaime, who graduated from Boston University’s College of Communications in 2000. “The fact that print magazines are going all digital, folding into each other or just folding period, I’ve found people are freelancing much more. It’s been a shift in the industry, and all the changes are a sign of the times. Ten years ago there wasn’t as much movement, but now with so much [movement], Media Intel really speaks to the constant changes and shifts.”

In keeping with the organic flow of her concept, the amount of updates recipients receive is directly linked to how much news is being generated that week. Similarly, Jaime doesn’t advertise for her site, and influencers are drawn to her via word of mouth.

“I had no idea of the true reach of it until a good friend of mine was on a press trip for a major beauty brand, and she texted me that a bunch of the press attendees were jokingly calling Media Intel the Maser Dispatch – and if you wanted to know what was doing in the industry, you had to get on the list,” said Jaime. “A week later, another friend jokingly said I was the modern day female Keith Kelly of media moves. I knew I was onto something then.”

Jaime said her subscribers are from every major fashion and beauty outlet – print and online – as well as publicists from all of the big beauty houses. In addition, there are about 20 key freelance writers and beauty experts who are a part of Media Intel.”

Media Intel was born back in 2009, when Jaime began meeting regularly with a group of about a dozen luxury beauty PR executives from assorted brands to discuss industry happenings and movement within the market.

While there are a few Facebook groups, like the popular PR, Marketing and Media Czars, where public relations executives can directly ask an audience of writers and industry professionals for contact information or story ideas and vica versa, Jaime believes her platform is uniquely positioned in its simplicity.

“Czars is a fantastic idea and can result in great placements or connections, but I see Media Intel as offering something different,” she said. “Everyone wants to know what’s going on in the industry, but keeping up with it all can be daunting. Media Intel aims to streamline the process and share the news in real time whenever possible.”

Jaime, who counts among her clients BeautyRx by Dr. Schultz, Farmacy and Bandana Training, said Media Intel is a labor of love, and she will continue it as long as there is a need.

“I’ve always been called a conduit – personally and professionally – making introductions between friends whom I think will hit it off and sharing info or contacts or intel is part of my nature,” said Jaime. “The more you know, the better off you are.”