INTERVIEW: SIMON MAXWELL, FUTURE PUBLISHING Maxwell’s house
Future’s Entertainment boss Simon Maxwell on how his restructured team is transforming the publisher’s business “WE NEED to talk.”
That’s what we hear from millions of entertainment fanatics around the world every day.
They need to talk about the latest games, consoles and technology. They need to talk about their favourite movies, superheroes and TV shows. And they need to talk about all of it now with us, with like-minded people and in many different ways. Future does a great job of delivering specialist consumers the daily conversations they crave, via an unrivalled abundance of media touchpoints. We keep them informed with our magazine, covermount disc and on- console portfolio. And across our expanding online, on-mobile and on- tablet presence, we provide them a place to discuss and debate with other like-minded entertainment aficionados. (Which, of course, include our stable of industry- leading writers.)
ENTERTAINMENT EVOLUTION But we haven’t just been listening to our millions of consumers. We’ve been listening to the industry too. You told us that you wanted easy reach into our wider entertainment portfolio, unlocking the potential of our audience. We listened. Earlier this year, we restructured our publishing and advertising teams to ensure we’ve never been as easy to do business with: whether you want audience reach or brand saliency; single platform or fully integrated solutions. You told us social media was an important part of your marketing mix so we upped our efforts to extend our brands in this media space: PC Gamer, CVG, GamesRadar and Total Filmcombined now boast over 250,000 Facebook friends and 112,000 Twitter followers. You told us that you wanted to engage with and advertise around online video. We responded by introducing a cross-company, cross- platform solution in Brightcove, and investing in talent and equipment to maximise its potential.
66 June 3rd 2011
UPPING ’STICKS AS YOU’VE no doubt seen in MCV, this year’s Golden Joysticks will be held at London’s Westminster Bridge Park Plaza on Friday 21st October. In 2011, we’ve specifically ensured that there is ample opportunity for games publishers to engage with voters and viewers to meaningfully promote their brightest products. Again, we’ve listened to your feedback, and believe we can help you maximise value from an event that attracted over 1.5 million votes last year.
It’s going to be one hell of an event with a truly global impact. Let us know early if you’re keen to stand out. For more information: contact James Haley on 0207 042 4114 or
james.haley@futurenet.com.
Future’s Simon Maxwell says investments in social media and video production will create new ways of engaging with the media firm’s audience
“
We’ve restructured our publishing and advertising teams to ensure we’ve never been easier to do business with. Simon Maxwell, Future
But we’ve not just been re-gearing our infrastructure. We’ve been enriching our brands through a year-long product development schedule – which by the end of this year will have seen us enhance 15 of our brands. We’re hugely proud of the Edge redesign: a fresh, professional new look both in print and online − and a new recruitment engine will see this global brand power forward. Then there’s the astounding growth
of CVG, with traffic shooting up once again year-on-year by over 50 per cent in monthly unique user terms. The site was reborn last week, via a user-friendly, modern redesign. And that’s just the first step. Add into the mix a revamped Official Nintendo Magazineand website, Total Film, SFXand the phenomenal success of PC Gamer
online – which claimed over 2m unique monthly users less than a year after going live – and it’s clear to see why we enjoy the most engaged, passionate userbase of any entertainment publisher. And we’ll be keeping up the momentum as the year progresses, as well as unlocking even more potential from the Golden Joysticks. (See ‘Upping ’sticks’, above). We’re developing all our brands for the future – Future-proofing them, if you like. And we’re in a better position than ever to help you do the same. Whenever UK entertainment
lovers “need to talk” over the next few years, they’ll be engaging with our brands – whether in print, online, on disc, on console or on mobile. We look forward to placing your games at the very heart of their conversation.
www.mcvuk.com
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