How do you turn newsroom instincts into actionable audience insights? In this episode, we sit down with the Head of What’s On at Reach PLC (the UK’s largest news publisher) to uncover the editorial secrets behind growing massive, highly engaged audiences.
With 16 years of journalism experience, managing a team of 30 across 37 regional news brands, Emily reveals what it takes to build content that truly connects. Whether you are an author, creator, or media professional, you will learn how to blend a sharp nose for storytelling with data-driven SEO and analytics expertise to scale your reach.
Main topics include:
- The role of books in fostering empathy and mental well-being in today's digital-heavy world
- How authors can develop their unique voice and build a genuine platform
- The importance of trust and relationship-building in the attention economy
- Strategies for shifting readers to subscription models and cultivating engaged communities
- The impact of evolving media formats, including TikTok and newsletters, on book promotion
- Challenges and opportunities in book coverage and publishing trends
- Personal insights on success, diversity, and boldness in media leadership
Timestamps:
00:01 - Introduction to Emily Heward's background and expertise
00:23 - The significance of books in today’s crowded attention economy 01:04 - The value of storytelling and empathy through reading
01:38 - Advice for authors on building their authentic voice
02:20 - How to connect with readers through genuine content
03:16 - Finding your voice: the importance of authenticity vs. emulation 04:12 - Using data and instincts to refine content strategies
05:06 - When to pivot in content creation based on engagement
06:18 - Building a public persona versus letting the work speak
07:43 - The importance of trust and human connection in media
08:38 - The challenge of short attention spans and building engaged communities
09:42 - Moving from platform renting to building a loyal following
10:10 - How strong opinions and newsletters can support subscription growth 1
2:11 - The current state and evolution of book coverage in media
13:49 - Innovative formats like serialized stories and niche newsletters 15:16 - The impact of media restructuring and the rise of niche publishing 17:23 - Rapid fire questions - personal reading preferences
20:42 - Reflection on rewriting assumptions about publishing success
21:34 - Emily's experiences with women in leadership roles
23:07 - The importance of diversity in storytelling and media
24:08 - Notable book coverage: investigative journalism
26:02 - Trend ideas for future books based on current social media debates
27:18 - Emily’s advice for aspiring authors: be bold and proactive
28:41 - Final words and encouragement to take opportunities boldly
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