Tell us about it. It is an invite-only insight and intelligence network for people working in the creative and media industry in London. Our audience is AB1 – 70 per cent of whom are between 25 and 45 years old. We aim to increase our 2,000-strong membership to 20,000 by the end of this year.
What editorial content is there? We write on a range of creative industry topics including film, art, books, fashion and the environment. We have hired trendspotters and bloggers with specific remits to cover what is going on in their sectors.
What features do you have? Every fortnight we have ‘In My View’, in which high-profile opinion formers write about trends in their area – for example, we recently had Elle Macpherson writing on ethical shopping. PROs can get in touch with individuals and celebrities that would be interested in writing for this section.
What else? We also have a ‘How To’ section, which can be on any industry-related topic, from product placement to getting a short story published. We also have ‘The biggest…you’ve never heard of’, which is a monthly look at something that is very influential that people do not know much about.
What makes you different? Most other media focus on the ‘what’. We focus on the ‘who, how and why’. We want to know about the people and the creative process behind the products.
Any tips? Our audience is very well informed already so our editorial has to have a unique and interesting angle. We think of ourselves as writing trade news with a consumer spin. We would not write a straight announcement, for example, but we may cover it if there is an interesting issue around it.