{"id":35511,"date":"2013-06-20T10:33:32","date_gmt":"2013-06-20T09:33:32","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=35511"},"modified":"2013-06-20T10:33:32","modified_gmt":"2013-06-20T10:33:32","slug":"media-spotlight-jocksnerds-part-two","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/media-spotlight-jocksnerds-part-two\/","title":{"rendered":"Media Spotlight: Jocks&Nerds Part Two"},"content":{"rendered":"

The second part of our interview with<\/span> Jocks&Nerds<\/a> founder and editor-in-chief Marcus Agerman Ross explores the magazine’s distribution model, social media and working with PRs.<\/span><\/strong><\/p>\n

Part one in available here.<\/a><\/strong>\u00a0<\/p>\n

\"Jocks&NerdsWhat makes your distribution model successful?<\/span>
<\/b>It\u2019s distributed through independent men\u2019s retailers. You can subscribe to it, but if you want to pick it up you have to go to these places. With traditional distribution channels you can\u2019t define the audience as easily. If you\u2019re in the newsagent in Euston Station, all sorts of people pass through there. But if you\u2019re in one of the stores we\u2019re in, you kind of have a clear idea of who will see and pick up the magazine. The other thing is they\u2019re consumer clothing, so we have a valuable link to people.<\/p>\n

Also, we don\u2019t have to print millions to reach an audience, which means we can have good quality products. ShortList is the opposite; they have a blanket approach to reaching people. Maybe 1% of people they get the magazine to are interested in it, which means they make a product on cheap paper, it\u2019s small, and the content\u2019s not crafted or researched in the way ours is. All the stores want Jocks&Nerds because it gets people through the door and they can basically give it as a gift to people. Although it\u2019s free, it has a lot of value and so it must to get to the right people. A lot of managing that is where you put it, where you don\u2019t and how it\u2019s displayed. <\/b><\/p>\n

How successful is social media for you?<\/b><\/span>
To be honest, I\u2019m not a big fan because I\u2019m from an era before it. I find Twitter particularly frustrating because I always say Jocks&Nerds is about storytelling and Twitter doesn\u2019t allow that. Facebook has a generic presentation; ultimately my Facebook page looks the same as Coleman\u2019s Mustard\u2019s Facebook page. I don\u2019t want to be completely dismissive though, it does have its uses.<\/p>\n

\"Jocks&NerdsWhat\u2019s important about Facebook and Twitter particularly, is that\u2019s what people are on every day. So they\u2019re quite good for daily contact. Part of the new website development will include editorial staff who are a little but more knowledgeable and sophisticated in that kind of use. I need to work with someone who is a little bit younger than me, someone who has grown up with it and can explain to me how we can communicate Jocks&Nerds through those mediums.<\/p>\n

How do you work with PRs?<\/span>
<\/b>We need to be informed about things but likewise everything needs to go through the editorial consideration process. When I started at i-D, no one knew this world would come into existence, so the relationship with PRs has changed a lot; there\u2019s a whole new generation who only know it this way.<\/p>\n

I know it from before. When I started at i-D I didn\u2019t even have a computer, you used to communicate with people face to face and on the phone \u2013 there was a dialogue and that\u2019s now gone. My problem is when PRs send lots of emails, it might be presented like it\u2019s direct to an individual but it isn\u2019t, it\u2019s a blanket email to a swathe of the press. When you\u2019re a niche mag that has to be seen as the place to go for the inception of things, you can\u2019t write about things that are going to be somewhere else. I always ask PRs to just tell me about stuff and then I can work out stories based on that.<\/p>\n

My feeling is PRs are very client facing now and it\u2019s far easier to write a monthly report saying you\u2019ve been on x, y, z website that has a combined hit of half a million. We\u2019re in this era, which I think is going to dissipate again, where everyone\u2019s egos are flattered by numbers and they\u2019re chasing the bottom-line figure. The issue is something like Facebook which is a scroll-through thing and the number of people who see it is not the same as the people who care or will pour over something. And you have no control over the visual; the thing you see before might be Coleman\u2019s Mustard and the thing you see after might be people being tear-gassed in Turkey \u2013 is that the environment you want to show your beautiful product that might be aligned to multicultural music?<\/p>\n

Print Mags offer that and I think people are realising again that there\u2019s a need for it, which isn\u2019t to say there isn\u2019t a need for the other. You have to combine them in the right way, which is what I want to do moving forward.<\/p>\n

<\/a>Take Five<\/b><\/span><\/strong><\/span><\/p>\n

Who are your style icons?<\/b>\u00a0<\/span>
Bayo Oduwole, Jason Buckham, Billy Childish, Rhett Butler, Barry Kamen and John Lydon.<\/span><\/p>\n

What Item of clothing could you not live without?<\/b><\/span>
Hanes white T.<\/span><\/p>\n

What would your super power be?<\/b><\/span>
Make idiots mute.<\/span><\/p>\n

Do you have any surprising hobbies or interests?<\/b><\/span>
I used to be a real cycling head and that morphed into triathlons a few years ago. I’m really obsessed with cinema and devour old movies and books on movies a lot (but maybe that’s not very surprising).<\/span><\/p>\n

Who would play you in a film?<\/b>\u00a0<\/span>
Sean Penn or Liam Neeson.<\/span><\/p>\n<\/div>\n

Editorial information on Marcus Agerman Ross, Jocks&Nerds and thousands of other media contacts and outlets, can be found in the<\/span> CisionPoint<\/span><\/a>\u00a0Media Database<\/span><\/a>.<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The second part of our interview with Jocks&Nerds founder and editor-in-chief Marcus Agerman Ross explores the magazine’s distribution model, social media and working with PRs. Part one in available here.\u00a0 What makes your distribution model …<\/p>\n","protected":false},"author":322,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[248,7272,3584,5741],"tags":[4478,4543,4544,4545,4546,357,1951,4350],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/35511"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=35511"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/35511\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=35511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=35511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=35511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}