On 8 April the BSME launched the first in a series of lockdown lunch webinars hosted via Zoom. The topic for this first, focused, hour-long discussion was - surviving during COVID-19 lockdown.
Journalists and editors have had to adapt at lightning pace during the pandemic lockdown, as offices shut nationwide, advertising budgets evaporated and normal life as we know it shuddered to a halt. The BSME assembled a panel of leading editors from its organising committee to discuss the impact on running magazines and digital platforms for our inaugural Lockdown Lunch, the first in a series of webinars to help editors survive the Covid-19 crisis. Join Maria Pieri (editorial director of National Geographic Traveller UK),
Jaimie Kaffash (editor of Pulse), Alex Mead (editor-in-chief Rugby Journal) and Tim Pollard (Bauer Media's digital editorial director) to hear first-hand advice and tips from editors at the coalface.
9 insights they shared
Summarised by Alison McClintock,
Senior Lecturer, Roehampton University
1: Digital traffic is up
Traffic to websites and digital editions is up. Jaimie Kaffash’s trade title Pulse, which serves the nation’s GPs has seen its website hit half a million views. The editors of lifestyle titles have seen uplift too. But engagement is not always translating into paper sales and though it’s tempting to try to monetise digital content by firewalling some content, the panel urged caution as it’s key for publications to not be perceived by readers to be taking advantage in a crisis.
2: Subscription drives are having some success
With WHS stores closed and ad sales down all panel members were keen to keep current subscribers and buoy new ones. And there is some success. Through on site promotions National Geographic Traveller saw subscribers jump by 900 in just one day through a special offer campaign with a partner.
3: Titles are combining issues and cutting pagination
Bauer’s Tim Pollard said none of Bauer’s titles had reduced pagination yet but he admitted it was under discussion. With people unable to travel, Maria Pieri has published a combined May/June issue of Traveller, and though Alex Mead’s quarterly title is not reducing its frequency, it is cutting pages. Providing content via webinars, Zoom meets and Facebook and Instagram lives was seen as a ‘long game’ all titles should be playing to ensure readers continue to stay engaged with their brands.
4: Content is pivoting to meet new reader needs
Content that may have increased circulation or driven site traffic before Covid-19 is making way for articles that meet new, emerging, reader needs. ‘Gotcha’ articles on government legislation which once caused traffic spikes at Pulse is making way for practical, ‘how to’ content to keep GPs up to date in an industry sector that’s changing day to day. Sport isn’t being played, cars aren’t being bought and people aren’t travelling - but what is emerging in the lifestyle sector is a reader appetite for historical, inspirational long-form reads. Traveller for example has adopted the hashtag ‘Stay inspired’ allowing people to dream of where they’ll holiday post-lockdown.
5: Increased access to celebrities is an unexpected bonus
Some titles are seeing an increase in access to celebrities with the industry’s bigger names willing to be interviewed via Zoom or Skype.
6: Innovative solutions are being found for creative and photography
For lifestyle titles inspirational, original photography is a key ingredient of their design-led content. A rugby photo competition launched pre-lockdown has helped Alex Mead with some of his layout issues. Archived imagery and illustration are also playing their part but all editors recognised this is one of the biggest issues they face.
7: Teams are rapidly adapting to digital and remote ways of working
As we become comfortable with interviewing and decision making via zoom, Tim Pollard pondered if Covid-19 will change the way the industry works in the longer term. Will sending people to photograph or interview people be replaced with photographers on the ground or online interviews more permanently?
8: Bolstering morale remains a must…
With staff furloughed, navigating work with home schooling children or sharing the same workspace as partners or flatmates, keeping in touch virtually for non-work as well as work issues, was seen as key. “Not everyone wants to join a Zoom quiz or have a 4.30 virtual team drink on a Friday,” admits Alex Mead, “but some do because it’s a way to keep in touch, left off steam and still feel like part of a team, and we have to respect that.”
9: … as is using editorial judgement to be on the right side of history
“We are all going to be judged by how we respond to this pandemic,” recognises Pulse’s Jaimie Kaffash. “We all need to exercise good editorial judgement, get our tone of voice right and be responsible. It’s bringing out the best in our staff, it’s our job to stay positive and be on the right side of history,” he concludes.
We’re aiming to run a BSME Lockdown Lunches every other Wednesday at 12pm. Register now for our next online discussion; Creating Content in the Covid-19 market - what’s working?
