CLAUDINE COLLINS - HEAD OF INVESTMENT, MEDIACOM
- You recently appeared on The Apprentice, where teams had to pitch magazine ideas to you. How realistic was it as a negotiation, or were you encouraged to perform for the cameras?
We weren't encouraged to perform for the cameras at all, so it was realistic - up to a point. However, they wouldn't have had a TV programme had we all chosen to give them zero pages, so we were encouraged to at least give something - even if in real life we wouldn't have. Also, we had to bear in mind that they only had 24 hours to come up with a concept, magazine, photoshoot and sales pitch - which wouldn't happen in the real world.
- Have the levels of innovation in publishing improved? Are there many new titles entering the market and are any of them any good?
In my view, it isn't moving quickly enough. I think that some publishers are thinking to the future more than others and looking at how their brand exists beyond the printed product, whether that is television, social networking, apps, events etc. While I understand that it is difficult to invest money into areas where you don't see immediate returns, you have to be ready for the changes that are occurring. Understandably, there are not many titles entering the market at the moment - the most recent mainstream title was Stylist, and that is a very good magazine and concept indeed.
- What was the worst pitch that you have ever seen, and what was the best?
The worst was a magazine that came in and presented to me with a front page saying: "A presentation to Carat." They then followed it by telling me all the brands they wanted to work with that we looked after (they were all Carat clients). Luckily, we are not far from Parker Towers, so after our meeting I was able to give him clear directions of how to get there. The best was from Anthony Noguera, who was the editor of Arena, who was able to give me such a clear idea of who his readers were that I went straight back to the relevant clients and was easily able to sell in his magazine for him.
- What magazine launch has surprised you the most?
Glamour. I always loved the magazine in America, but I told Simon Kippin it would never be a winner being that small (but then Dom has always told me good things come in small packages...).
- Are there any demographics that you think are currently under-served by publishers, or markets where they are missing a trick?
The over-50s is a huge market that is untapped. This demographic has disposable income, and time to spare to enjoy life and new experiences, and they like looking good. There are some fantastic magazines that serve this age group in the women's marketplace - such as Woman and Home and Good Housekeeping, but there is definitely room for more.
- Who do you want (if anyone) to win The Apprentice, and why?
I know the odds-on favourite is Helen, but I have a soft spot for Tom. He is a lovely guy and speaks a lot of sense, but needs more confidence and more fighting spirit. It all depends on what business the £250,000 is going towards funding - and we don't know that yet!
DOMINIC WILLIAMS - PRINT AND RADIO DIRECTOR, CARAT
- You recently appeared on The Apprentice, where teams had to pitch magazine ideas to you. How realistic was it as a negotiation, or were you encouraged to perform for the cameras?
All in all, it was fairly realistic. There were a few areas and topics that we were encouraged not to talk about, such as cost-per-thousand, competitor titles and photography. However, I thought it was reasonably well-positioned, and was happy with the outcome.
- Have the levels of innovation in publishing improved? Are there many new titles entering the market and are any of them any good?
Innovation levels are moving very quickly. Publishing is not just about the printed monthly, weekly or daily product. Online TV updates, iPad, apps, exhibitions, high-street shops and clothing or accessories all now form a part of a magazine's brand innovation. The printed model is moving with the times, though - smelly ink, electronic type, 3D or 4D advertisements are all becoming more frequent.
- What was the worst pitch that you have ever seen, and what was the best?
The worst pitch I have seen was from an "iPad-only" magazine publisher. The product was poor in comparison with the market leaders, lacked innovation, was clunky and the pages wouldn't actually turn when they were presenting. On top of that, they couldn't tell me how many readers or downloads it had achieved since launch - nor what they expect to achieve in the future. The best pitch, and the one that surprised me the most, was Mike Soutar's ShortList magazine. I thought it was a genius idea and perfectly timed, mindful of the decline in circulation of most male lifestyle magazines. Despite all this, Mike was presenting to me a new free weekly men's title. A great pitch, and it is now a big part of male commuter life.
- What magazine launch has surprised you the most?
Hip Replacement. Only joking. The success of both ShortList and Stylist has been market-changing. I wasn't surprised by the launch as there was a gap in the market, but I am surprised quite how successful they have been to date. A fantastic result, especially to be able to produce two quality weekly, topical and relevant magazines at the circulation numbers they deliver.
- Are there any demographics that you think are currently under-served by publishers, or markets where they are missing a trick?
Ironically, the over-50s is a big market that is only served by two key monthly magazine players. This market has more reading time and online time at their disposal, and are more cashand time-rich than anyone.
- Who do you want (if anyone) to win The Apprentice, and why?
Personally, I don't think any of the contestants are good enough, but who am I to question Lord Sugar? Of the remaining contestants, I think that Helen has the best chance - she just seems to be quicker, smarter and better than the rest. She would fit well into our industry.