Building a Platform

PLANNING Before you get started on your podcast, you need to follow standard marketing planning procedures: define your objectives, target audience, strategy and tactics. Define your objectives Why do you want to launch your podcast? Be clear about your objectives: Lead generation/brand awareness/just for fun/something else? Integrate your podcast activities within the wider marketing plan. […]

Seeking the customer-centric experience that only a magazine can bring While the hectic, cluttered landscape of the digital world makes establishing meaningful relationships and trust challenging at times, the connection that a reader can establish with a physical magazine is always intimate and powerful. The special characteristics of print – its tactility, its evocative scent […]

As advertising budgets continue to switch to digital channels, print advertising sales have floundered. There’s been a consistent fall in sales of both the glossy ads of luxury and high-end brands and the more prosaic local ads. But there is a renaissance happening in print – and it’s not being driven by advertising. The widespread shift to […]

Every established company has two or three stories that everybody inside it knows and nobody has ever recorded. There is the decision that nearly ended the business in the third year, the phrase used in meetings that no new joiner understands until somebody explains where it came from, and the founder’s rule about which work […]

There is a particular silence when a founder watches their own documentary for the first time. It tends to arrive about two thirds of the way through, at the point where somebody they have worked alongside for fifteen years says something about them on camera that they have never heard said out loud. They do […]