The InPublishing Podcast


Alex Kersten

Season 4, Ep. 1
James Evelegh talks to Alex Kersten, editor-in-chief of Car Throttle, about:• passing the 3m subscriber mark on YouTube and becoming desensitised to the numbers• how they specialise in “relatable content”, videos their millennial audience can “watch on a Friday and replicate on a Saturday”• why the secret of successful branded content is “knowing your audience and not alienating them with branded content they’re not going to be interested in, no matter what the monetary reward”• what other journalists thinking of stepping in front of the camera need to do: “know your audience and speak to them on their level, and… research the hell out of the subject” (and “be you, but on a really good day”)• why you need to be ruthless when editing and cut the waffle. If you think something’s funny, listen back to it three times to make sure.• his new responsibilities as editor-in-chief, that include better aligning the three pillars of the brand: YouTube / web / social• Car Throttle’s plans for the future: “there’s no limit to how big it can get”• the secrets of success on social media, including posting consistently to ensure you remain top of people’s feeds, showing a personality that people can relate to, and collaboration – “caring is sharing, especially online”• and much more…(This interview was recorded on 5th August.)We would like to thank our podcast sponsor, Air Business, a market-leader in distribution and subscription management services for the publishing industry. Its end-to-end service includes subscriber acquisition and marketing strategy, worldwide distribution, digital, mail and e-commerce fulfilment, and warehouse and freight logistics.

Sharon Cooper

Season 3, Ep. 13
James Evelegh talks to Sharon Cooper, chief digital officer at The Economist Intelligence Unit, about:• the nature of organisational change: people want change until they actually have to make the change• why she sees her role as not automating people out of a job, but automating them into a better job• how EIU's new Viewpoint product focuses on the user experience, allowing for both 'deep dive' and 'horizon scan' usage• how expectations of website design have changed: users now expect everything to be as simple as the best B2C experience• why business information providers should avoid getting "too fancy"• how, with clients increasingly being able to access the data themselves, business information providers need to remain laser focused on where they add value• the rise of real-time data and how to avoid data overload• how to embed yourself into a client's workflow without getting in the way• why there's nothing necessarily wrong with legacy tech, just legacy tech that's not looked after• why clients and users are both the biggest threat and the biggest opportunity to business information providers• and much more... (This interview was recorded on 27th May.)We would like to thank our podcast sponsor,AdvantageCS, a leading global provider of subscription and membership management software. Capabilities include marketing, sales, payments and customer relationship software for publishers, membership associations and information providers.