What do we do?
Haymarket Network produces editorial content for organisations as diverse as Manchester United, Jaguar and the British Army, or Sony, Sky and the Design Council. Whether in print or digital, this helps clients build meaningful connections between their brands and their consumers. Alongside this the company offers a deep expertise in account management, strategic planning and evaluation.
Why is ‘editorial’ important?
Editorial is the ability to tell compelling stories in words and pictures to a community of interest.
It is the age-old skill of understanding readers, of knowing the difference between a good story and a bad story, of being able to communicate with passion and enthusiasm, of being able to aid, help or support people with information that is useful and practical, of rewarding people with a little treat, of providing a synthesised and sometimes eclectic mix of appropriate and relevant stuff.
How does this help our clients?
It helps them to solve complex communication problems. In a world where people are bombarded with messages every day and from myriad media sources, how does a client achieve stand-out?
Our view is that gimmicks are no substitute for clear, expert, tonal communication. It’s about saying the right things, in the right way to the right people, winning their trust and inviting response. It works and we know that it works.
Why are communities so important?
Because in most circumstances people look for and can be characterised by things they have in common. This, in most circumstances will also include a common language.
So whether it’s Facebook groups, religion, football teams, the gym, Big Brother or the Women’s Institute, people from different backgrounds and with markedly different interests or temperaments can find common ground in a shared pleasure or experience.
For clients this usually translates as their product or proposition; Jaguar’s community is its club of owners, Man Utd’s community is its worldwide fan base, the Army’s community is young people with a sense of adventure and risk, Sony’s community is people who admire the Sony brand.
How do we know that editorial works?
Because we have spent years doing it successfully. The Haymarket Group has 50 years of publishing heritage and our expert staff have been trained to immerse themselves in their markets and become part of the communities they serve.
That’s why from Campaign in the world of advertising through Horticulture Week in horticulture to FourFourTwo in football or What Car? in motoring we have a raft of market-leading titles and world-beating brands.
How does editorial adapt to a mass-media world?
Editorial is always at the heart of successful media. From newspapers and magazines to TV and radio, the great communicators are distinguished by the power of great editing.
Our heritage may be magazines but our skills at disseminating information and crafting content into editorial are as appropriate to digital media as they are to print.
The key to success is not about which platform you are communicating from but about building a relationship of trust with readers. Trust translates to action and good will, and action and good translate into measurable effectiveness.
Who are the people that deliver our editorial?
All of our senior editorial staff have worked at the sharp end of consumer or business-to-business publishing before joining Haymarket Network.
They are classically trained and have proven track records of success. We surround and support these people with all of the other skills that an agency needs, from planning, marketing and account management through production and IT to web design and build.
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