This week we’re talking to our good friend Peter Moore of PMA about, among other things, the days when articles were completed on typewriters before being sent to print! It all sounds too ‘Mad Men’ to be true but Peter assures us that it really was. As for whiskey in the office à la Don Draper? He refuses to comment on that one but lets us in on his new-found love for the gym, breaking #PersonalBests and how he loves tuning in to Lord Sugar and Piers Morgan’s daily Twitter Spats. Don’t we all…
#1. So Peter, what’s your favourite word?
Profit. Without making profit, the world doesn’t turn. Unless you create wealth, you can’t distribute it. To your staff, to your shareholders.
#2. What gets you up in the morning?
Exercise. I go to the gym five times a week. I was diagnosed with Parkinson’s disease so I need to exercise a lot to keep it at bay. Otherwise it’d be profit!
#3. What do you truly, honestly think of social media?
Truly, honestly, deeply? It’s not a necessary evil… but it’s something that a guy of my age finds difficult understanding the benefits from it. I can see the need for it, and I can see that the younger generation have embraced it immensely. I think it has a positive role in the way we run our lives and our businesses. When I started my first business, we had a golf-ball typewriter! Years later, we had a multi-platform internet suite and the difference was amazing.
#4. Kindles or books?
Kindles. I’m an avid reader. I’ve loved content ever since I could remember. That’s what got me into magazine publishing; just the love of content. I love being able to have everything in one place. My daughters both prefer books to Kindles and they’re avid readers. I’ve adopted the principle that it’s the content you go for and that’s what’s important. Digital is much more interactive and cheaper too!
#5. What do you think is the biggest challenge to your industry right now?
A few years ago, I would have said the move to digital. Now that it’s happened, I’d say it’s about monetizing. Maximising profit.
#6. What did you want to be when you were growing up?
That’s easy; a racing driver. I’ve been interested in racing since I was four years old, and my first job was for a racing magazine.
#7. What led you to your current career?
Motor racing. All I wanted to do was be involved in the motor racing industry in some form or another. At the end of the day, I’ve found publishing a very rewarding career.
#8. Can you use your favourite word in a sentence?
If you’re not in it for fun or profit, there’s no point.
#9. You’ve got us there. Can you make it rhyme?
If you’re not in it for prof-it, forget it.
#10. What advice would you give to your younger self?
Patience. Be patient. I was always trying to win the next battle, target, argument, and I found that people are more likely to ‘come with you’ if you show a little patience.
#11. What’s the best thing anyone’s ever done for you?
#12. Tell us, what’s been your ‘career defining moment’?
Pulling off the biggest single advertising deal for the company I was working for in 1979. The client even pre-paid it!
#13. If you won a big award of some kind, whom would you thank?
#14. Can you give us a timesaver of the day?
Don’t look at your e-mails until at least 11:00am in the morning. If you look at them at 9:00am, you’ll still be looking at them at 11:00am.
#15. Where do you see your industry in 24 months?
Interesting… I’d use the word ‘consolidation’ here. I think that the day of the magazine isn’t over because people still like printed books and magazines; there’s a need for the printed word. The skill within the next few years is to generate great content across multiple platforms.
#16. Where were you 24 months ago?
Confused. I had to make a decision about where I went with my business and my personal life as it was around 24 months ago when I was diagnosed. My confusion didn’t last long, thankfully.
#17. What’s an interesting fact about your company?
I think the fact that it was founded out of tragedy and disaster as a direct result of 9/11.
#18. If you could have a Skype chat with anyone living or dead, who would it be?
#19. What’s one word you’d want people to describe you with?
#20. Mind taking a selfie?
#21. What’s your favourite Twitter Handle?
#22. What’s one quote that defines your work ethic?
If you say you’re going to do something, do it better. Do it quicker.
#23. Apart from seeing us, what’s been the best part of your day?
The gym this morning; I broke my personal best!
#24. And finally, anything to plug?
Yes. Media consultancy! @publishingdoc