Which feature or element from this issue posed the biggest challenge?
For the first time this issue we had a feature that had to be dropped. The business we profiled was a brilliant start-up by an inspiring young entrepreneur and then seemingly out of the blue, their site shut down and they declared that they were no longer trading. It was a bit of a hiccup, but nothing major. We loved the work that our two would-be contributors did, so are going to work with them on the next issue too. Aside from that, the biggest challenge was advertising sales. Our sponsorship packages will be going through some major changes over the next few months as we look to build out our offerings. Understandably, these days, print advertising is a tough sell, with marketing teams everywhere measuring performance with online analytics. It’s meant a delay to the release of the issue, which has been tough, but it’s also meant that I now spend more time considering our strategy. Every issue is a learning curve, this one has just been a little steeper.
And which was the most fun to do?
So much of our content is created remotely, so I don’t really have much direct involvement in the making. That said, I think one of the most fun to see come together online was Kelia Anne MacCluskey’s photo feature ‘We Could Be Heroes’. In it, she photographs a range of interns who were given odd and unenviable tasks to do and frames them as heroic for getting their heads down and getting on with it. It’s a tongue-in-cheek commentary on a really common element of internships, but is beautifully shot and styled. The little detail that really takes it up a level is the prop design. Lexy Pazul made each story’s ‘object’ out of paper. When I saw the computer with keyboard, I was thinking to myself “the detail is so cool”, by the time I saw the cello my jaw was on the floor. The nerves always jangle when a commission is coming together and you’re seeing the first shots via email, I was sporting a wide grin when these hit my inbox.