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InPublishing Podcasts

Each episode of the InPublishing Podcast features an in-depth interview with a leading figure in the publishing world. The podcast is published on an occasional basis – you can subscribe via your preferred podcast app, or listen to the episodes below.

Season 5

Episode 52: Dave Musgrove

James Evelegh talks to Dave Musgrove, content director, history, at Immediate Media, about: • their HistoryExtra podcast hitting the twin milestones of 15 years & 150m downloads • how they're marking the milestones with a new series: '15 minutes of fame' • introducing a UGC element to their podcasts • dos & don'ts of creating a successful podcast • how the podcast started as a marketing channel but is now a monetisable product • how the HistoryExtra podcast team manages to deliver such prolific output • why the Bayeux Tapestry still resonates today • why they've put a paywall on the HistoryExtra website • their key paywall learnings to date • his thinking on incorporating a more "clubbable element" to the HistoryExtra offering • his hopes for a possible new lease of life for the newsstand post-pandemic • and much more... (This interview was recorded on 23rd June.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 51: Alex White

James Evelegh talks to Alex White, MD (Food and Parenting) at Immediate Media, about: • what it takes to create a great publishing brand • how data is the engine room at Immediate Media • the brilliance of the BBC Good Food editorial team at identifying and anticipating audience mood • testing the water with paid-for content through their new app • the multiple opportunities that have arisen from their busy Facebook community • the editorial challenge of moving from one global crisis to another • making loyalty & engagement their strategic priorities • the keys to success in the competitive parenting market • their diversity initiatives ("we're on a journey but our content is much the better for it") • her experience as founder director of the AOP • what excites her most about the future of consumer media • and much more... (This interview was recorded on 28th April.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 50: Emily Ferguson

James Evelegh talks to Emily Ferguson, Ecommerce Director at Marie Claire, about: • the recent launch of Marie Claire Edit USA • the key pillars of ecommerce success • why the tech you use will either "make or break" your ecommerce operation • why adopting an agile approach, based on test and learning, is so important • how successful ecommerce relies on lots of different things (SEO, on-site optimisation etc) working in harmony • why she makes sure she is looped into all customer services • her advice for publishers starting on the ecommerce journey ("start small, start slow") • and more... (This interview was recorded on 24th March.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 49: Gavin Thompson

James Evelegh talks to Gavin Thompson, Newsquest's regional editor for Wales, about: • their decision to launch The National last year (in part due to London-based news media not fully understanding Welsh needs) • about its mission to promote a sense of Welsh identity and pride in the country • its three core content pillars (Welsh culture, the devolution settlement & social justice) • how print was an important part of their launch, and might be an important part of their future, but for now, is a distraction • how the new title fits in with Newsquest's existing Welsh titles • its dual focus on growing digital subs and audience reach • how newsletters will play an important role in subscriber retention • why they (indeed all journalists) need to get better at "talking about ourselves" • how regional media has reached a tipping point and is becoming a growth business again • why audience performance is such a key driver of business success • the importance of "feet on the ground" as opposed to reporting from a bedroom 200 miles away • and much more... (This interview was recorded on 6th January.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Season 4

Episode 48: Rosie Nixon

James Evelegh talks to Rosie Nixon, editor-in-chief of HELLO! Magazine, about: • her new book 'Be kind' ("my lockdown baby") • why HELLO! wears its kindness as a "badge of honour" • why she has no hesitation in blocking toxic online comments; "they don't have a place in our world" • how HELLO! responded to Covid, when glossy photo-shoots were harder to come by • making royal coverage their USP • why HELLO! is a multi-platform brand, but "print still sets the tone" • making HELLO! a 24/7 brand and engaging with younger readers through Tik Tok et al • why depth and exclusivity are what separates their content from the huge volumes of celebrity content available online • why the office environment is still important ("as a journalist, you need to be seeing other people") • why the future of publishing must be underpinned by a deep understanding of audience needs and... being agile • and much more... (This interview was recorded on 30th November.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 47: Tabitha Stapely

James Evelegh talks to Tabitha Stapely, founder & director of Social Streets, about: • being a digital first publisher launching a print magazine • their 'minimum viable product' approach • the hyperlocal community-led journalism model • the importance of community outreach and her aim to get people to fall in love with the place they live in • trying to become financially sustainable as a 'community interest company' • her journey from GQ intern to independent local publisher • her ambition to increase UGC and make 'Roman Road London' and their other sites, platforms for the whole community • the tech challenge facing all hyperlocal sites • why hyperlocal publishers should unite to facilitate ad selling across sites • why she thinks values-based publishing might be the way forward for the consumer magazine sector she used to work in • and much more (This interview was recorded on 18th November.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 46: Rory Brown

James Evelegh talks to Rory Brown, co-founder & CEO of AgriBriefing, about: • how good media is user-centric, not platform-centric • their journey from traditional B2B publisher to data business • how selling high value corporate subscriptions requires a different mindset • how success in the commodity pricing market is based on trust • why "volatility is our friend" • why he sees AgriBriefing being an integral part of the agri industry, not just a media company reporting on it • how his career has come full circle and how what was not fashionable in the early 90s is now • why B2B is all about helping the audience do their job better • his ambition to be one step ahead of his customers, offering them things they don't yet know they need • their ambitions to be a dominant player in the commodity pricing market • why good strategy is as much about what you don't do, as what you do do • why being a magpie and a collector of good ideas will always serve business leaders well • and much more (This interview was recorded on 4th November.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 45: Uwern Jong

James Evelegh talks to Uwern Jong, founder & editor-in-chief of OutThere, about: • why his preferred title is 'experientialist-in-chief' • why publishing should be as much about delivering inspiration, as information • why he's still in love with print ("there's nothing as tactile or experiential") • his approach to the pandemic ("I'm a glass half full type of person and not one to wallow in doom & gloom") and helping his audience to #keepyourmindtravelling • how the pandemic gave them a chance to take stock and work out what's really important for OutThere • how the publishing world is taking steps to become more inclusive, but "there's still a long way to go". • why every company should have a diversity strategy • how travel helps expand your horizons and make you a better person • his most memorable travel experience and which two destinations are top of his bucket list • why he believes that publishers should focus on creating outstanding content and ditch the clickbait • and much more (This interview was recorded on 21st October.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 44: Will Page

James Evelegh talks to Will Page, author and former chief economist at Spotify, about: • what publishers can learn from his book 'Tarzan Economics: Eight Principles in Pivoting Through Disruption' • how the music industry was the first to suffer and the first to recover • how consumption is not the problem, monetisation is • how industries, when they face disruption, shouldn't fight change, but build something that's better than before ... "change is happening regardless" • how tech kills friction ("publishing still has a lot of friction") • how the future of publishing might be catering to the extremes: bargain & luxury • what lessons publishers can take from the rebirth of vinyl • how publishers need to aim much higher as their current subs numbers are "missing zeros" • how publishers can rethink the challenges they face • how the redesign of King's Cross station was publishing's "Napster moment" • why we should actually listen to customers: "customers have pulses, dashboards don't" • and much more… (This interview was recorded on 4th October.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.

Episode 43: Jo Allan

James Evelegh talks to Jo Allan, chief executive of Newsworks, about: • why the news media sector needs to tell a consistent and unified story • why younger readers have often turned to mainstream news brands during the pandemic • the industry's largest ever collaboration and the opportunities it presents in the future • Newsworks' efforts to raise awareness of blocklists (a "blunt tool") • their latest ad effectiveness research and how they're targeting brands who are under-investing in news media • how their biggest challenge is shifting perceptions in younger media planners • what news media can learn from the success of the big social media platforms • why the industry's efforts to improve diversity and inclusion are so important • and much more… (This interview was recorded on 21st September.)

Thank you to Air Business for sponsoring this podcast. Air Business is a market-leader in distribution and subscription management services for the publishing industry.