"If you're good, you will get work"
But you will need a little bit of luck, and a lot of initiative, enthusiasm and talent to make it big. This was the general view of five magazine editors at a PTC masterclass in London yesterday.
Jamie Hibbard (Metal Hammer), Colin Kennedy (Empire), Conor McNicholas (NME) and surprise speaker, Michael Harvey (Top Gear) answered questions from a range of journalist wannabes facilitated by Diane Kenwood, editor of Your M&S.
Their advice, tips and experience made for really interesting listening and the range of questions meant we got a real glimpse into their busy, exciting and entertaining lives.
Here's a brief rundown of the best bits:
The internet
"Don't worry about the internet. By all means have an understanding of google news, but don't get bogged down by it, your magazine website should be as well as, not instead of. All you need to be worrying about now is whether you're a good journalist or not," Colin.
The brand
"Your magazine brand is vitally important and your promise must be delivered. It switches people on to your magazine. For example NME launched a cd with the hope of selling roughly 60,000 copies last year. Today, it's still on the stands and has sold over 200,000 copies. The brand means a lot to people, my job is to make to sure it's the best it can be," Conor.
"The brand of Metal Hammer is narrow but deep and will never let you down. It's also very uncool," Jamie.
Work experience
"Turn up with loads of ideas and comments about the magazine. Where is the mag going? How could it be improved? Most editors would rather hear about what's wrong with their mag than what's right," Conor.
"Be imaginative and leap up and grab opportunities. If there's a window open and it's rainy and windy get up and close it! The more you can do to make an impact and make an editor's job easy, the more you will impress," Colin.
Biggest mistake
"The whole of last year was one big mistake! I was totally ahead of my readers and unfortunately they didn't come with me," Colin.
"I once tried to grab a whole new set of readers. It was Euro 2004 and I decided to put Razorlight on the cover, naked and draped in a union jack flag - it totally stiffed on the shelves. Editors live and die on the cover, 90% of my time is spent on it. You've got to have a brilliant cover first, and the editorial should follow (Ladder guys - we should take note!). The mistake that always keeps me awake at night, however, is giving Basement Jaxx The Singles two out of ten, that was so wrong," Conor. (I have to agree, shocking!)
Working abroad
"If you make it in the UK, you will make it anywhere. We have the most competitive magazine industry in the world because we are more culturally aware," Conor.
The big plan
"If you know where you want to end up that's a great place to start. It will help you focus your career and help you make informed decisions about what jobs you should, or shouldn't take, but don't be too restricted by it. Sometimes it's the worst experiences that shape what you do next and, often, I've found I learnt more from them too," Diane.
So that was a rather long round up of question time but, just as they were heading off to check their next issue's cover or to another meeting we grabbed Conor and asked...
One tip?
"Be the best within your own talents and know what you're rubbish at. For example, I never write. I simply edit. I'm just not very good at it, but my deputy editor is. Make the most of what you're good at."
And I grabbed Colin and asked...
How often do you spend with your readers?
"Not much to be honest and certainly not as much as I used to. What do I do when it's hard to find your reader? (Ladder - this ones for you!) Assume what they want and embody them. If I was a first time property buyer I'd want to know what I could get for my money, how to save, where are the best bargains etc. Just make sure you're never too far ahead of your reader, and deliver your promise. Not being able to find your reader enhances the challenge."
I think I'd agree with you there Colin!
NB. There's loads from Colin and Conor because they spoke the most - no complaining from me though.
Jamie Hibbard (Metal Hammer), Colin Kennedy (Empire), Conor McNicholas (NME) and surprise speaker, Michael Harvey (Top Gear) answered questions from a range of journalist wannabes facilitated by Diane Kenwood, editor of Your M&S.
Their advice, tips and experience made for really interesting listening and the range of questions meant we got a real glimpse into their busy, exciting and entertaining lives.
Here's a brief rundown of the best bits:
The internet
"Don't worry about the internet. By all means have an understanding of google news, but don't get bogged down by it, your magazine website should be as well as, not instead of. All you need to be worrying about now is whether you're a good journalist or not," Colin.
The brand
"Your magazine brand is vitally important and your promise must be delivered. It switches people on to your magazine. For example NME launched a cd with the hope of selling roughly 60,000 copies last year. Today, it's still on the stands and has sold over 200,000 copies. The brand means a lot to people, my job is to make to sure it's the best it can be," Conor.
"The brand of Metal Hammer is narrow but deep and will never let you down. It's also very uncool," Jamie.
Work experience
"Turn up with loads of ideas and comments about the magazine. Where is the mag going? How could it be improved? Most editors would rather hear about what's wrong with their mag than what's right," Conor.
"Be imaginative and leap up and grab opportunities. If there's a window open and it's rainy and windy get up and close it! The more you can do to make an impact and make an editor's job easy, the more you will impress," Colin.
Biggest mistake
"The whole of last year was one big mistake! I was totally ahead of my readers and unfortunately they didn't come with me," Colin.
"I once tried to grab a whole new set of readers. It was Euro 2004 and I decided to put Razorlight on the cover, naked and draped in a union jack flag - it totally stiffed on the shelves. Editors live and die on the cover, 90% of my time is spent on it. You've got to have a brilliant cover first, and the editorial should follow (Ladder guys - we should take note!). The mistake that always keeps me awake at night, however, is giving Basement Jaxx The Singles two out of ten, that was so wrong," Conor. (I have to agree, shocking!)
Working abroad
"If you make it in the UK, you will make it anywhere. We have the most competitive magazine industry in the world because we are more culturally aware," Conor.
The big plan
"If you know where you want to end up that's a great place to start. It will help you focus your career and help you make informed decisions about what jobs you should, or shouldn't take, but don't be too restricted by it. Sometimes it's the worst experiences that shape what you do next and, often, I've found I learnt more from them too," Diane.
So that was a rather long round up of question time but, just as they were heading off to check their next issue's cover or to another meeting we grabbed Conor and asked...
One tip?
"Be the best within your own talents and know what you're rubbish at. For example, I never write. I simply edit. I'm just not very good at it, but my deputy editor is. Make the most of what you're good at."
And I grabbed Colin and asked...
How often do you spend with your readers?
"Not much to be honest and certainly not as much as I used to. What do I do when it's hard to find your reader? (Ladder - this ones for you!) Assume what they want and embody them. If I was a first time property buyer I'd want to know what I could get for my money, how to save, where are the best bargains etc. Just make sure you're never too far ahead of your reader, and deliver your promise. Not being able to find your reader enhances the challenge."
I think I'd agree with you there Colin!
NB. There's loads from Colin and Conor because they spoke the most - no complaining from me though.
posted by Hayz @ 1:03 AM
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