theory into practice
financing business
in a changing society
we met richard stephenson,
chairman of digital publisher
yudu, to examine whether
a business can be both
green and profitable
André Simon was promoting the cause of fine food and drink long before today’s
celebrity chefs were on the scene. French born, but a devout anglophile, he was
called as an expert witness in a High Court action nearly half a century ago. The
Champagne houses were taking issue with a British drinks producer who had had
the temerity to use their name for its own fruit-based alcoholic drinks. “And what are
your qualifications to be regarded as an expert?”, asked the Judge. Simon, a man
whose physique suggested that he had enjoyed eating and drinking all his life,
replied memorably “My qualifications stand before you.”
Why should the entrepreneur and serial non- analysis of the vendor or its backer. What
executive director Richard Stephenson have makes Yudu – and inherently its management
been brought under the magnifier in this edi- – interesting is that the company has pursued
tion of The Informed Executive? a carbon reduction strategy which goes far
One reason is that his ‘qualifications’ are beyond paying lip service to the concept sim-
standing before you now. Stephenson is the ply to secure a marketing advantage.
chairman and majority shareholder of Yudu, With a large part of this edition examining
the British company which produces the dig- the implications of carbon management for
ital publishing technology adopted by the organisations of all sizes in the UK, how a
magazine from this month. company claims to have accommodated that
The Informed Executive has taken this opportu- in its own business model is worth closer ex-
nity to complete the process it started in 2007 amination.
when the first paperless edition of the magazine But the rationale for inclusion does not end
was published, some fifteen years after its there. Richard Stephenson is closely involved
traditional paper edition had been launched. in the financing and management of SMEs at
Of itself, the publisher’s decision to move to a time when that sector is under heavy pres-
a digital magazine format at this point in its sure. We have already taken soundings from
development would not be the criterion for an BERR and the Conservative front bench.
Yudu has pursued a carbon reduction strategy which goes far beyond paying lip service to the concept
simply to secure a marketing advantage. We investigate whether this is a commercially viable strategy.
The Informed Executive
81
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