On 21st January at Which? Marylebone, we were joined by three incredible speakers: James Hewes (FIIP), Douglas McCabe (Enders) and Petah Marian (WGSN).
If you missed the opportunity to hear them, here are the key takeaways of the evening:
Ten things we learnt:
1. Quality content is everything – If you feel like an idea might not generate revenue, do not commission it! You should aim to provide high quality content at all time. People will be willing to pay for something unique they can’t find elsewhere.
2. Be brave – Can you introduce a Pay wall for your content? If you are in a niche sector, and you are creating content that is worth paying for, people will pay.
3. Be an entrepreneur – Magazine editors are more important than ever before. You should be the leading voice of your platform. Being an editor in 2020 means to be at the centre of every decisions. Whether it’s choosing new talents to work with or make financial arrangements, you should be on every front.
4. Diversify your revenue streams – Editors need to see their publications as businesses and constantly think of ways to expand and diversify, whether it’s events, video, Podcasts and all of that and more.
5. Be unapologetic – People are seeking a voice they can follow and who is better than a magazine editor to assume this role? Independent magazine editors stand out, mainly due to their boldness and their willingness to defend audacious choices. Fresh ideas and honest content will lead you very far…
6. Be willing to learn new things – flexibility is key. Having a varied set of skills will help you be a better editor. It will be easier to communicate your vision and get the results you seek.
Footnote: Don’t be afraid to bring in new people and make them feel valued, they will help keep things original and different.
7. Be aware of the feel factor – People are prepared to pay for content that brings them closer to others. As an editor you must create a feeling of intimacy with your reader. The ‘feel factor’ can be provided via story-telling and honest accounts of the world.
8. Diversity is key – Think of diversity as your greatest asset. Whether it is on paper or in your office, working with people from diverse background will only make your publication stronger. Their presence will help you have a different outlook and shake things up.
9. Know your audience – With the rise of social media, there has been an urge to use social platforms to connect with the audience, but it’s not always the best way to engage. Instead, focus on providing content that people can rely on, where truth and transparency matter the most. Test how your audience responds and on what platforms.
10. Print will become a luxury media – Because of the availability of free media content, print magazines will have to work harder. It will result in high quality publications, with a cover price to match.
By Alexandra Marie Tevi Meunier
Roehampton University Student
Edited by Maria Pieri
APL Media
Photographs by Hugh Kinsella Cunningham
