be a source of tech info for people outside traditional broadcast spaces – anyone with video content and vision. We also decided to lead with a print magazine. Not just a PDF on paper, but a high-end, beautifully designed experience that people could spend time with and wouldn’t want to put down. Most publications were getting thinner or going entirely digital. It seemed the height of folly to double down on a print magazine – but we weren’t doubling down on print. We were doubling down on quality. FEED would be aimed at decision- makers for whom being able to stop and think was an essential part of the job. While rivals were competing with email inboxes and Twitter timelines, FEED gave people an opportunity to pause, hold something
in their hands besides a phone or a mouse and get ideas about how to improve their content business. Initial responses were sceptical. “Launching a new print magazine in this market? That’s... brave,” I was told by the head of a major industry organisation. But FEED ’s growth exceeded our expectations. People seemed to want a magazine that demonstrated how their industry was a thrilling place to work, and one with potential to change things for the better. And they liked seeing it presented in a creative way, which reflected the invention
marketing patter. Our tagline has been ‘Exploring the future of media technology’ and we’ve aimed to stick to that, not just through showing off new tools which may or may not define how we work, but by trying to help professionals imagine what their own futures will be like. FEED IS YOUR INDUSTRY PARTNER We have said from the beginning that FEED isn’t just a magazine – that’s one outlet for a whole brand. We have been agile in providing new kinds of services; instead of saying ‘no, we don’t do that’ when an industry partner has asked to try something new, we’ve said ‘yes, and...’ – in these talks, we aim to tease out the real problems and see what we can do to help solve them. As a result, FEED has taken on conference development, trade show partnerships, webinar and round table production and a range of multiplatform content creation. We even produced a bespoke, in-house quarterly magazine for one of the biggest media-infrastructure companies in the world. FEED ’s business model has been based on creating high-end sponsored content for our partners. This has proved an invaluable resource among industry vendors for lead generation, brand building and internal communications. It gets published and amplified via FEED ’s editorial channels – the magazine, website and digital outlets – or in some cases, content will be made especially for the partner’s internal use.
they saw in their own workplaces. More than one person said that
FEED was like ‘ Wired for the broadcast industry’ – a flattering compliment that we immediately appropriated as part of our
ALL CHANGE FEED is being left in the capable hands of the former digital and features editor Verity Butler
feedmagazine.tv
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