The InPublishing Podcast

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Mike Sewell

Season 3, Ep. 11

James Evelegh talks to Mike Sewell, managing director of CPL, about: 

• the thinking behind their recent MBO and his plans for the future

• the transition from contract publisher to content marketing agency

• why storytelling skills, words and pictures are still fundamental 

• why membership organisations need to work out what their message is before worrying about the channels

• why print still has a vital role to play in the content mix

• why the hero / hub / hygiene model still applies

• how Covid has accelerated pre-existing trends but also given organisations the opportunity to go back to first principles

• the challenges of onboarding new staff during a pandemic (10% of CPL's staff have started during lockdown)

• the important role the office has to play in the future

• and much more...

(This interview was recorded on 6th 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.

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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.