TURNING THE PAGE: NET’S NEXT CHAPTER OF GROWTH

November marks a decade since you launched NET with the aim of redefining the North East’s publishing landscape.

What was the spark of inspiration that set the venture in motion?

I wouldn’t say there was a single spark; it was more a lifelong ambition.

I was surrounded by creativity and entrepreneurship from an early age.

Watching my dad run successful design studios in Newcastle and Birmingham, I was immersed in that world from the beginning.

His offices were full of energy – there was a pool table in the garage beneath the studio (which was unheard of in the late 1980s and early 1990s), music playing, the buzz of creativity, the smell of Pantone markers and strong aftershave, and a team of incredibly talented commercial artists.

It never felt like work; it was a place of fun, expression and innovation.

That atmosphere made me realise it was the kind of creative environment I wanted to build for myself one day.

A good friend, Vera Powles from WeRiseStudio, once told me I had manifested my business model.

Looking back, I think she’s right.

I had always aspired to become a publisher, and my time specialising in newspaper design and infographics, as well as my experience at The Times’ Style Magazine, really cemented that goal.

Even while working full-time as a designer, I spent my lunch breaks and evenings developing business plans, vision boards, brand ideas and commercial strategies for what would eventually become my own publishing company.

I wanted to create a brand that truly reflected myself and the business community I was part of – something that didn’t exist at the time.

So, if there was a spark, it was really a combination of opportunity and timing.

When the original limited company went into insolvency, I was already in discussions with two investors about launching a new publishing venture.

I had a business plan that had been evolving for years, and that foundation turned aspiration into reality.

What were the early years like?

How did you introduce a new media endeavour into a market already filled with established contemporaries?

In the beginning, the media landscape was dominated by traditional regional business sections and advertising-heavy publications, often referred to as ‘ad mags’.

These offered little editorial credibility, creativity or transparency – an old boss once described their editorial pages as simply “filler between the ads.”

From day one, our 2015 team understood we needed to create something different, something people would genuinely want to read.

We aimed to produce a magazine that wasn’t overwhelmed with adverts, but instead focused on relevant, high-quality editorial content backed by a strong brand identity.

We set our production standards at an international level – design and photography became central to defining the brand’s aesthetic, while premium print quality ensured the publication was something readers would keep and display, rather than discard.

The goal was to build a brand that readers and advertisers alike would be proud to align with.

Editorial integrity was, and remains, essential to our success.

At least 40 per cent of our content is independently sourced and curated by our team.

We also prioritise targeted distribution, avoiding waste by ensuring the magazine reaches the right audiences, not empty shops or unsuitable homes.

Hiring a digital marketing manager in 2015 was another pivotal move.

Expanding our digital presence allowed us to reach far beyond the limits of print distribution and build a wider, more engaged audience.

Investing into digital marketing has significantly benefited us ten years later.

As you say, NET is built on a commitment to meld compelling writing with striking imagery and photography.

How has that philosophy shaped the business’ identity over the years?

Collaborating with a wide range of creative professionals has continually pushed us beyond the expectations of a typical regional business publication.

People outside the North East often react with surprise, saying, “I’ve never seen anything like this – please launch one in my city.”

From our first editor Alison Cowie, to our current editor-in-chief Steven Hugill, we’ve stayed true to telling genuine, independent stories about North East business leaders and their successes, something still uncommon in B2B media.

This unwavering commitment to authentic storytelling has helped cement our reputation as one of the most influential B2B brands in the region over the past decade.

Steven is supported by business journalist Colin Young and Bdaily’s digital journalist Peter Anderson, who share the same values and commitment to high editorial standards.

The business has grown from a predominantly magazine-led endeavour into a multi-platform house of brands publisher over recent years.

How proud are you of its evolution?

I’m incredibly proud of how the business has evolved, especially following the pandemic.

Not only did we survive a very challenging period, but we emerged stronger and expanded into a national media brand through our acquisition of Bdaily.

From the very beginning, our ambition was to grow beyond the region.

We began moving in that direction in 2019, but the pandemic halted our national momentum.

The acquisition of Bdaily has revived and accelerated that vision, giving us the platform to take what we’ve built with NET in the North East and scale it across the country.

Key appointments, including Sian Anderson and Sarah Law – both with extensive marketing and media expertise – have significantly strengthened our marketing capabilities, benefiting both our brands and our clients.

Combined with a growing events calendar, we’ve built a comprehensive B2B ecosystem that is unmatched in the region.

That calendar includes the VISION 31 investment campaign, which continues to lead efforts to supercharge North East industrial and economic growth over the next decade.

It also includes the NET 250 awards ceremony – which celebrates the region’s top growing businesses – the North East HR&D Awards and a suite of high-level roundtable discussions that work to drive tangible change across the region.

What are your ambitions for the next decade with NET?

Our ambition is to scale both the NET and Bdaily brands nationally, replicating the success we’ve built in the North East.

This growth will span all platforms – digital, social, film, print, events and email – ensuring multiple touchpoints for both readers and advertisers.

By expanding our presence across these mediums, we’ll continue to strengthen our national footprint, build on our 60,000-plus email subscribers and further increase our rapidly growing digital reach.