Szish joins the current NonSociety team — founders Julia Allison and Meghan Asha, plus more recent “domestic bliss” expert Jordan Reid— becoming the site’s style expert (or “Posh Pundit“) and fourth ‘personality’ of the site, documenting her various thoughts, opinions and experiences in a “life-cast” on the site at katrina.nonsociety.com. The announcement comes just before Fashion Week, which Szish will cover for the site.

Szish is no schlep — she’s an extremely familiar face on the topics of celebrity, fashion, trends, style and the like, owing to her stint as the on-air personality for Us Weekly and In Style, as an anchor for ABC News Now and ABC News on MTV-U, and a correspondent for E!, plus her ridiculously many and varied appearances on pretty much every network and show, numbering over 2,000, according to her site (it’s exhaustively detailed here). I just saw her the other morning on the CBS Early Show from Miami, talking about bathing suits for an online fashion site called PinkMemo.com, of which, NonSociety’s press release informs me, she is the Editor in Chief.

Szish has known NonSociety co-founder Allison for years now — they were both in the same line of work for a while, while Allison was the face of Star magazine — and it’s clearly a great get for NonSociety, since Szish is a pro who has not only been on pretty much every network, but has racked up bylines and/or titles everywhere: GQ, Vogue, YM, Marie Claire, Harper’s Bazaar, Seventeen, Teen Vogue, Style.com, InStyle.com, Glam.com…the list goes on. NonSociety, while garnering all sorts of press in its two years of life, still has modest traffic, topping out at 24,400 uniques per month according to Quantcast. According to NonSociety Chief Operating Officer Megan Alagna, Szish is under contract as per other NonSociety contributors, though she declined to specify the terms. She did, however, elaborate on how NonSociety bankrolls people like Szish: “NS makes money through sponsorships, and contributors get paid for everything from blog posts to personal appearances to panels to TV appearances.”

So far, Szish has gotten off to an enthusiastic start, offering the kind of tips and tidbits that make a style blog compelling (interview with Robert Verdi, insider access, hot platform shoes, hair tips). Here’s what Szish says about coming on board, per the NonSociety press release:

“NonSociety is not only a frontrunner in the ongoing evolution of media, but it is a smart, witty, honest approach to the genre. Nothing says ‘success’ like a group of intelligent women sharing their experiences in a candid yet sophisticated forum. I am thrilled to be part of such a distinguished group and can’t wait to dish on all my passions using my unique voice and vision.”

I am betting that a few Fortune 500 CEOs would think other things say “success” better, but if you can make money off it, I’m down. Either way it’s clear that Szish is a fan of the NonSociety platform and that she is clearly an asset (she will also likely be covering the Oscars for the site). What’s not clear is how NonSociety plans to leverage this new addition for growth and development — or if this is the growth and development, in the form of a strong new contributor to build followers and bring in some sponsorship bacon (Alagna said that Allison has been “talking with some networks about working with NS” but declained to say more for the record). Either way, so far it looks like a win, for all concerned (and for the smaller PinkMemo.com, which will enjoy some ancillary exposure from the deal). I’m interested to see where they all go from here.

Top pic of Szish from NonSociety; pic of Julia Allison with Szish from Time Out New York.

Rambin bowed out of the personality-driven lifestyle startup earlier this year (consensus from all parties: amicably) to move to L.A. and start her own site, More than Mary, but remains a co-host with Allison and Asha for their web series TMI Weekly.

So: Who is Jordan Reid, and why should you care about her? NonSociety readers are familiar with Reid, who cropped up on Allison’s blog in May when they met at a party, and has remained as a fixture since. Readers know that Reid, 27, is a Harvard-educated former actress who was recently married, has tattoos, also has a shih-tzu puppy and can cook chicken; Google knows that her full name is Jordan Reid Berkow (she has gone by variations thereof), has appeared on Law & Order and was part of the original gang who created It’s Always Sunny in Philadelphia, and played Sweet Dee in the original, shot-for-$500 version of the pilot. (Also, Craigslist knows that she was looking for an intern, which means Reblogging Nonsociety knew she was the new contributor before all of us.)

All of this will come into Reid’s lifecast, which is billed as “Domestic Bliss Done Differently” but which will be personality-driven like the rest of NonSociety. The official press release is light on details of Reid’s qualifications, because they are not, themselves official. Her quote:

“Am I a chef? No. An interior designer? Hardly. I consider myself a somewhat talented amateur in these arenas, and for me this lifecast is an exciting journey and an on-going learning process. I’m hoping my readers will benefit from seeing someone just like them who is unafraid to try…well, just about anything.”

This will probably get the NonSociety haters out in droves – surprise, surprise, another girl who looks pretty in pictures and thinks she’s an “expert” – but a quick survey of her beta-content shows that she won’t be so easily dismissed. She’s an easy writer, with unpretentious tastes, practical advice, recipes and good suggestions, and cheerful about DIY projects. (Disclaimer: I know nothing about cooking, but she does seem to know what she’s doing.)

She’s also incorporating an interesting new area into the home-decor-cooking-lifestyle arena: Marriage. Reid’s blog, which goes back a full month, is filled with her husband, indie musician Kendrick Strauch, and part of her ‘expertise’ will focus on “advice for couples in committed relationships.” (This is an area of expertise that has, shall we say, not been showcased on NonSociety thus far!).

This is how Allison pitches it in the press release: “Jordan is what would happen if a Harvard-educated, twenty-something Martha-Stewart-in-training married a rocker, rode a motorcycle, and refused to wear any skirt that hit below mid-thigh.” And there you have it: The package, ready-made, to fill a gaping hole that exists in the demo below Martha, Rachael Ray, Nigella and Julie & Julia, morning-show and red-carpet ready. And in the meantime, it will be hard to argue that she’s not walking the walk with her content. In fact, it may soon be hard to dismiss NonSociety at all; Reid could be the servicey, down-to-earth ingredient that the site has been missing — while still, of course, posting many pictures of herself looking fabulous.

Speaking of Reblogging Nonsociety, it actually just rightly noted that I am a friend of Allison, the site’s founder; however, I met Reid for the first time two days ago to hear about the project. She spoke in detail about home renovation, her former job as the administrator for a law firm, and wore fishnets. Allison beamed at her newest hire, uncharacteristically letting her do most of the talking, and suggested a good reason to be optimistic about her success: “All the mistakes that I made, we’re not gonna make with her. “

Related:
Introductory Post: Jordan Reid [NonSociety]
The Day I Quit [NonSociety]
Lucy, The One-Eyed Shih-Tzu [NonSociety]
It’s Official: Jordan Berkhow Is The New NonSociety Contributor [Reblogging NonSociety]

Reid’s Law & Order clip: