Skip to: Navigation | Content | Footer


People aren’t thick

James Evelegh's editorial from this week's edition of InPubWeekly.

James Evelegh

Posted on: 17 May 2018

Debating trust (L-R): Barry McIlheney, Dylan Jones, Emma Maier, Matt Kelly.


That was the shock revelation from the ‘A Matter of Trust’ panel session at last week’s PPA Festival, where The New European’s Matt Kelly, GQ’s Dylan Jones and Inside Housing’s Emma Maier debated why trust and quality matter more now than ever.

I came away with six takeaways: 1. Invest in quality. It costs, but it keeps you in business: in the heyday of men’s mags, there were eighteen titles to choose from, now there are three. GQ, where all content is double-checked and where attention is paid to every detail is one of those still standing. 2. Be honest. “When you’re dishonest,” said Matt, “that’s when damage is done”. Honesty is not the same as balance. The New European is fervently pro-remain, but said Matt, “we’re completely honest about our partisanship!” 3. Be the experts and be accountable. Inside Housing is the title that talked about flammable cladding before the Grenfell disaster and that in-depth knowledge and foresight is why, says Emma, people in the industry consume their content so voraciously. 4. Content is everything. In our straitened times, changes and cuts are par for the course, but says Dylan, it all comes down to where you make the cuts. “All we have is our content; once content goes, brand follows.” 5. Be confident. Readers want the titles they read to be confident. Too many editors are trying to second-guess their audience and that weakens the product. It’s also not all about analytics; an editor’s subjective view on what constitutes “good” is equally important. 6. Tone down the hype. As Matt says, we all tend to oversell, which disappoints readers who feel they’ve been hoodwinked, and over time, this breaks down trust.

Last word to Dylan – it’s all about “authenticity, confidence and transparency”, because… people aren’t thick.

About James Evelegh
(Details last updated: 21 March 2018)

James Evelegh is the editor of InPublishing. Previous roles have included circulation consultant, group circulation manager at Centaur Media and circulation manager at DMG Trinity.

Tel: 01322 865 984

Email: Send a message to this author


Twitter: @InPublishing

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.


Why now is the right time to invest in paid content

Peter Houston
Posted on: 5 July 2018

Craft magazines

Alan Geere
Posted on: 22 May 2018

Content management: 5 minutes with… David Rheault

David Rheault
Posted on: 11 July 2018

Family values

Meg Carter
Posted on: 22 May 2018

New revenue streams

Ciar Byrne
Posted on: 22 May 2018

Off The Page

David Hepworth
Posted on: 22 May 2018

Get out of the office and talk to people

Steve Dyson
Posted on: 22 May 2018

Data-led journalism

Nick Turner
Posted on: 22 May 2018

Hitting 500k

James Evelegh
Posted on: 12 July 2018

And the winner is…

James Evelegh
Posted on: 5 July 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 17/07/2018 05:48)

Editor's Pick of Recent News Stories

Posted on: 17 July 2018
Posted on: 17 July 2018
Posted on: 13 July 2018
Posted on: 10 July 2018

Find out more about

Featured job

Chief Executive Officer
Salary: On application
NewstrAid Benevolent Fund
Bishps Stortford

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

Paid Content Strategies: Q & A

2.30-3.30pm (BST), Monday 17 September 2018

Peter Houston

Webinar sponsored by

Publishing Partners Guide

Guide to paid-content