Adam Peel
Editor/Operations Manager, Balanced Magazine
Written by Cassandra Whatley on 2009-10-08
Adam Peel is the Editor/Operations Manager of Balanced Magazine, a local health and lifestyle magazine distributed in Brisbane and surrounding areas.
Why did you decide to pursue a career in the media and communications industry?
I fell into it really, I was working with a major building company in administration and accounts and took an internal position to do marketing for their display villages and went from there.
In relation to Balanced Media we created the magazine due to a need for local companies to advertise and promote their businesses in a print publication that was suited towards them and their clients, enjoying the health and fitness industry it was the perfect fit for my talents.
How long have you been in the media and communications industry, and was it a challenge/journey to get your position in it (e.g. studies, training, and employment)?
I have personally been in media and communication around 3 years. In relation to challenges, there has been many but not in relation to getting into the industry in the first place; the challenges have been learning along the way.
It has been an exciting journey, as the media industry (more than any other) is constantly changing and evolving, you have to find ways to move with that or you will soon become obsolete.
We have created a product that suits our key demographics and is seen more as a co-operative by enhancing readers’ lives, whilst delivering clients to local businesses and providing the most reliable information from Australia and around the world.
What has been your most memorable achievement or experience working as a part of Brisbane’s media landscape?
Our first edition of Balanced and the response that it received straight away from the local community and advertisers.
What are the biggest challenges you and your organisation face as a member of the Brisbane media community?
Independence. Being an independent magazine we have a constant battle to create a presence in the community against established brands with greater resources.
In saying that however, we feel that the local community has certainly embraced our concept and are starting to see the benefits of joining with us to promote their businesses.
What are some of the main trends you can see happening in your area of the industry over the next 5 years?
Online & social media are going to become far more prevalent in terms of the way businesses communicate and the way publications create community involvement. Also as more young executives and entrepreneurs take the reins of major media companies the shift away from traditional media will become more pronounced.
You will also see businesses look to develop relationships with their local community rather than blanket suburbs that won’t necessarily give them the best results and therefore there will be an opening for new companies to enter the market and tap into that area.
Are there any ideas, changes or implementations which you feel could improve the function of Brisbane’s media industries?
I think there are great opportunities for more independent publishers to work more closely together in an attempt to capture advertising revenue from larger organisations around Brisbane.
A great number of publishers operate within their own distribution areas and not the whole of Brisbane; I am sure that if a few independent publishers got together they could create a greater critical mass and therefore compete against the APN & News Ltd types who can appeal to agencies, government and media buyers.
What are the most important/valuable skills that graduates can bring to your industry (i.e. magazines)?
Enthusiasm and a blank canvas. Sometimes “ignorance is bliss” and not knowing the ins and outs of the industry can be helpful as you tend to take more chances than others would, because you don’t know any better.
The media industry enjoys new ideas and the entrepreneurial spirit. Therefore enthusiasm and perseverance are the greatest qualities a person can possess in this industry, the rest can be learnt!