KEITH GRAINGER - managing director, Redwood Publishing
What's your top title in Boots' Health & Beauty magazine just
terms of ad revenue and why do tops it. Using data from Boots'
you think advertisers use Advantage Card, we can demonstrate
it? positive ROI to advertisers and to
Boots for the entire magazine. So
advertisers use it because it's proven
to drive sales. Also because it's a
great creative product that reaches
millions of Boots shoppers, many of
whom don't buy newsstand
What's the best magazine Difficult one, this. My wife would
you've ever published and what argue for the M&S magazine (now Your
made it so good? M&S), but I'm going for a magazine we
are launching this March for the
NSPCC, titled Your Family. The
magazine's role is to promote positive
parenting to modern mums. Potentially,
millions of children will benefit.
That's really gratifying to me as a
publisher and as a father.
Some traditional consumer Consumer publishers vastly
publishers have struggled to underestimate the challenge of
make a go of their customer producing a high-quality, creatively
publishing ventures. Why do sound magazine that customers will
you think that is? want to read and that meets client
objectives. They also lack real
commitment from senior management,
which will inevitably focus on the
brands they own and can control. The
client-service culture that exists in
a quality publishing agency is also
not evident in newsstand publishing,
nor are the now vital strategic
planning and measurement functions.
If a reader pays for a I don't believe there is any increase
newsstand title, they are in advertiser value attributable to
worth more to an advertiser payment for any media. The value comes
than a reader who receives a from engagement. The great majority of
customer title for nothing. readers of paid-for magazines don't
Discuss. pay the cover price, either. The
National Readership Survey
demonstrates that fewer than 38 per
cent of the readers of the top ten
paid-for magazines on the survey
actually pay to read the title.
What percentage of your The answer to this question would be
company's revenues come from meaningless without my providing
advertising? further information, which the
Sarbanes-Oxley Act prohibits me from
How has consolidation of the The major factors influencing product
major players in customer quality are the agency disciplines and
publishing influenced the increasing recognition of the
quality of the product? effectiveness of customer magazines
among clients. These factors are
linked. The agency discipline is about
matching customer insights, brand
knowledge and marketing objectives
into creative work. This results in
measurably more effective products
that attract greater investment from
Which job in media would you As a newsstand publisher turned agency
most like apart from your publisher, I've got the best job in
current one? town. If you know of a publishing
agency that can match Redwood's
creativity, professionalism, client
list, talented staff and which is part
of a group as vibrant as Abbott Mead
Vickers BBDO, drop me a line.
What advice would you have for If I couldn't persuade them to come
a young entrepreneur looking and work for us, I'd suggest they find
to launch a customer a talented and flexible creative
publishing venture in the partner (editor) with a fascination
UK? for brands, then to go and set up in
Outside work, what one thing To get my RYA Day Skipper Practical
do you want to achieve in Qualification (which involves five
2005? days at sea followed by an exam), then
sail to France for fruits de mer at
Fuscias in St Vaast.
ANDREW HIRSCH - chief executive, John Brown Citrus Publishing.
What's your top title in Sky. Advertisers use it because it's
terms of ad revenue and why do the biggest magazine in Britain. It's
you think advertisers use got an ABC of more than seven million,
it? a readership of well over eight
million and gets an extremely strong
response. There's nothing else like it
in the UK.
What's the best magazine Waitrose Food Illustrated. There's no
you've ever published and what better food magazine in Britain, let
made it so good? alone a better customer food magazine.
In New York, you can go into any book
store and buy a copy and I don't think
this can be said of any other customer
Some traditional consumer That's simple, it's not their core
publishers have struggled to business. You have to play to your
make a go of their customer strengths and a consumer magazine
publishing ventures. Why do publisher knows how to sell magazines
you think that is? on-shelf, while there's a multitude of
skills to creating customer magazines
and publishing is just one of these.
Running a customer publishing business
is a combination of running an ad
agency or marketing services agency as
well as a publishing company ... and
it's harder than it looks.
If a reader pays for a I can't agree with this. It's all
newsstand title, they are about what response you get from a
worth more to an advertiser magazine and advertisers and agencies
than a reader who receives a are strictly looking for what magazine
customer title for nothing. gets the best response in cost per
Discuss. thousand, not on if the magazine is
paid for or not. A paid-for magazine
and a good response don't necessarily
go hand in hand.
What percentage of your Sixteen per cent.
company's revenues come from
How has consolidation of the I don't think it has. There has been a
major players in customer shift in the quality, design and
publishing influenced the editorial content of customer
quality of the product? magazines and I think they are now
influencing the quality of consumer
magazines. Customer magazines are
leading the way, looking at different
formats and materials all the time,
while there are still consumer
magazines on the market that I
wouldn't let out of my company.
Which job in media would you There are two I'd quite like but I'm
most like apart from your probably too old for them both now.
current one? The first would be a sponsorship
director for a Grand Prix team,
although I'm not sure my wife would
approve of that one, and the second is
being a marketing director for one of
the big film companies.
What advice would you have for The most important thing is to make
a young entrepreneur looking sure you're making a profit. It's easy
to launch a customer to get in and launch and then see that
publishing venture in the you're actually losing money.
Outside work, what one thing To move into the house that my wife
do you want to achieve in and I bought two-and-a-half years