Stephen Bateman is co-founder and managing director of iGlimpse Ltd, the app publishing business specialising in self-help apps.  Stephen is also an investor and director in 60 Mile Publishing which publishes GreenWise Business, a specialist news and information portal for the business sustainability community. Here Stephen shares his priorities for his business and his tips for other specialist media owners.

How did you get into publishing?

I came into publishing via publishing sales and marketing at Longman Education, then moved into international licensing and custom publishing at Dorling Kindersley followed by a stint in lifestyle at Hachette in Paris.

What media brands do you publish?

6o Mile publishing publishes GreenWise Business, a specialist B2B online portal for the  sustainability sector. iGlimpse publishes a number of B2C apps in the Leisure Marine and Personal Fitness categories.

What’s happening in your market? 

Online advertisers want solutions that integrate with their overall media plans; these need to be focused on tangible deliverables (lead nurturing); website users want highly relevant, personalised content delivered to their in-tray. App users want to  consult content “in a blink” (hence the iGlimpse” philosophy). If mobile users can personalise the content, then that’s even better value. They don’t want stuff for the sake of stuff!

What’s new for your products? 

In online publishing we’re diversifying our our brand portfolio to include higher premium content marketing services in the B2B area. We’re also working at better data segmentation to continue to provide value for our advertisers.

Where are your big opportunities? 

We’re focused on the US market for our apps where traditionally we could sell 10 units for every sale we made to the UK.

What keeps you awake at night? 

Being first to market. Not having enough time to finish everything. To do lists. Remaining in front of the screen perfecting content and forgetting to switch off in good time for sleep. Expansion, communications and workflow.

What big decisions do you have coming up? 

It’s not decisions in 2012. It’s execution!

How do you find out about new trends in publishing?

Posts on the SMS blog and newsletter! Seriously though, the media briefing and I’m on lots of lists, Twitter, LinkedIn forums. I’m wired! But what’s vital is having the knowledge to make publishing decisions: talking to customers, listening to their comments in response to social objects (blog posts, other content) and surveying their likes etc. Oh and keeping abreast of keyword searches!!

What’s your top tip for other niche and independent publishers?

I have three actually: a) be ready to experiment (and fail) and b) break your overall vision into small manageable pieces and c) talk and listen to your customers

What’s your favourite magazine?

I don’t buy magazines but I love the media briefing and smart insights portals

Contact details 

www.iGlimpse.co.uk

www.greenwisebusiness.co.uk

07889 462 319

stephen.bateman@iglimpse.co.uk

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