The InPublishing Podcast

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Emma Callaghan

Season 3, Ep. 7

James Evelegh talks to Emma Callaghan, sales & invention director at Reach Solutions, about

• how the "digital ecosystem has changed everything for publishers" although brand loyalty to newspaper brands still exists

• Reach's strategy of increasing engagement with, and understanding of, their audience through their successful registration programme

• why the close working relationship between editorial and commercial teams is a central part of their pitch to advertising partners

• how the Team Nation initiative showed what can be achieved when rival newspapers work together

• how their new Mantis brand safety tool is unlocking previously blocked content on their sites

• how they've simplified their extensive and complicated portfolio of 9 national newspapers, 110 regional newspapers and 70 online brands into easy-to-understand packages for advertisers

• why the industry must commit itself to real change when it comes to diversity and inclusion and not fall back on tick box exercises

• how Reach's customer value strategy has provided an energising focus across the entire business

• why print is still important, whilst acknowledging that, for younger readers, the route into Reach's brands will be via digital

• why she's so keen to get back into the office

• and much more...

(This interview was recorded on 4th March.)

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.

More Episodes

9/1/2021

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.