The InPublishing Podcast

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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.

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