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Behind the Scenes with LBB Editorial


LBB’s Editor-in-Chief Laura Swinton on inquisitive, independent editorial

Behind the Scenes with LBB Editorial
Editorial plays a huge part in making Little Black Book what it is. And as the Editor-in-Chief, I couldn’t be prouder of my insatiably inquisitive, adventurous team who work incredibly hard to make sure that we’re talking to and about the most interesting people in the big ol’ world of the global creative industries. 

Over the past six months we’ve been working to an intensive editorial calendar that ensures we’re talking to more markets more regularly. Whereas in the past we might do one country- or region-focussed newsletter a month, these days we’re zipping round the globe on a brisk bi-monthly schedule. On top of our weekly global newsletters, we cover the US, UK, Australia and New Zealand, and Canada once a month. Asia-Pacific, Benelux, Central Eastern Europe, France, Germany, India, Italy, Middle East and Africa, the Nordics and Spain each feature in a dedicated newsletter once every two months. 

It’s a lot of ground for a small team to cover but this international mindset is key to Little Black Book’s success. We know that creative companies are increasingly working beyond the border of their home market. 

One of the things that’s great about the Little Black Book business model is that we get to see so much work and news coming into the site from members from around the world and across industry specialisms. That allows the editorial team to pick up on trends and emerging issues quickly – and we’re free to follow our journalistic instincts in the stories we choose to pursue.

What’s more, thanks to our editorial independence, my team are able to delve deep into all sorts of areas in the features we write. Since the launch of the new editorial calendar we’ve covered an array of topics that’s so eclectic that it makes my brain whirr (or maybe that’s just the caffeine?). Up-and-coming Nordic DPs - donezo. How the creative industries are driving Nigeria’s struggling economy - yep. The impact of the upcoming World Cup on Russian adland – you betcha. The women shaking up Indian advertising? OMG YES

As well as crossing international borders, we’re just as comfortable skipping between sector silos. With creative agencies doing post, post houses doing production, production companies hiring creatives and media agencies making content, those old categories are becoming a lot more fluid. I hope, with all that in mind, the articles we’re researching and writing are useful to you in your own work. At the very least, they’re not hidden behind a paywall so they’re accessible to people at all stages of their careers.

But finally, I hope, we’re an open and approachable bunch. That’s why we love to bash ideas around with people who have suggestions. We don’t pretend to know it all, but, as Confucius was so fond of saying, “true wisdom is knowing what you don't know”. So, come talk to us.

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