Welcome to Future Talks by RTF, a platform where we engage in insightful conversations with pioneers who bring design stories to life. In this episode, we are honored to have Rebecca, the Editor of Expat Living, as our esteemed guest. With 22 years of experience in the ever-evolving world of media, Rebecca has witnessed the transformations in the magazine industry and maintained a steadfast commitment to editorial independence. Join us as we delve into her remarkable journey, her views on the importance of constant learning, and her perspective on the enduring value of print journalism. Get ready for an engaging discussion on the past, present, and future of media with Rebecca on Future Talks by RTF.
RTF: Hi Rebecca, We are glad to have you as a guest on Future Talks by RTF. Thanks for joining us. What have the past 22 years as an editor for Expat Living looked like?
Rebecca: So many memories, changes, people and systems! From working things off an Excel sheet and having to sit with a designer in someone else’s office at the start, then over the years creating ‘a few’ CRMs and websites and a large office with a team of 30. It’s been ever-changing. And each stage has been so different. Now we are all remote, some of us even in different countries, and it’s still working – well!
RTF: Give us an idea of how magazines have evolved with time, taking into the picture your long and ongoing stint with Expat Living.
Rebecca: I don’t really think ours has changed that much. We have improved on the visual and written component, but the core is still very much the same. I have tried a few new things and had lots of other people giving me ideas too, but for the main mag I kept to what I thought was a winning formula.. It’s still real people recommending things, looking inside real homes and buying guides that showcase our clients’ products and services. Plus, a few things to learn about Singapore (and Hong Kong) in each issue.
RTF: How important is a ‘Constantly Learning’ attitude in a field that you’re a part of?
Rebecca: It’s the most important part, I think. I know when I have not wanted to learn something I have wasted time, and let myself down. Getting stuck in and learning new things is so important. (I am still stuck on a few things though, like a CRM I don’t want to learn how to use!)
RTF: What makes a project convincing enough to be published? What kind of approach do you expect from writers in a pitch?
Rebecca: We do take some external writers work, but it has to be of a non-commercial nature – it could be charitable or environmental. People send us their homes to view and we nearly always feature them no matter how big or small. Most people have an interesting story.
RTF: How do you maintain Editorial independence with the influence of advertisers?
Rebecca: The initial plan and still the core of the mag today was to look after our advertisers. We have always been transparent that that is what keeps the business going. There were so many cases in other media where non-advertisers were getting coverage because of a pushy PR person or a clever pitch. But we wanted to reward the advertisers who support us. And we won’t switch from that. You can (nearly) always make client editorial helpful and useful. Our mag and website are where people go to choose a product or service. Sometimes feedback is from happy customers of clients, other times they are interviews with clients. However, we do always have editorial discretion and try to avoid PR and marketing speak. And we do decline some advertisers and some sections of business that don’t align with what we think is inappropriate or ethically unacceptable.
RTF: How important is a media kit? What are the tips to make it more comprehensive?
Rebecca: It’s very important, but our media kit is one of the most difficult things to make easy. We have a lot of products, different sections and services.
RTF: Give your insights on print journalism and how do you look at the notion of ‘Print is dead’?
Rebecca: There’s been quite a reversal of appeal for print in the last couple of years. Through Covid, our print mag was somewhere that people could escape to, generally without much mention of it. With so much of it everywhere else – I didn’t feel we needed more.
I think there’s safety in print. Once it’s written it can’t disappear like it can in ‘search’. There’s also a sense of responsibility in that – we need to make sure we only say what we mean because it’s difficult to retract.
RTF: What has your mindset been for the past 25 years of working? And how do look at ‘Growth’ professionally?
Rebecca: I never thought about it failing; I just kept on going, working, reworking, and trying to improve people skills and management skills – none of which I was ever taught. I didn’t go to uni and just have a diploma in photography! So I think growth is also just keeping trying – one foot in front of the other.
There have been lots of trends and ideas over the years that have distracted us, and wasted some time and money. Now I try not to get side-tracked and I focus on what we do well. It might not appear to be growth – but I think it is. ‘Don’t change it if it ain’t broke’ is sometimes what we have to learn.
RTF: What are your plans for the future and what are some off-the-table habits that keep you motivated?
Rebecca: I think it’s very important not to compare yourself to others, or worry about what they are doing. We have had competitors over the years who have offered things to our clients for free, which has been damaging to us (and other media companies) financially. But we just keep on trucking, and try to do what we do better. I think we do have a good reputation in Singapore and Hong Kong, and that’s all I can ask for.
What keeps me motivated too is that we are all in it together; we have a great team, quite a few that have been with me over 15 years. And I do feel that’s a motivation. I like working with them.
We have some plans that I can’t share – it’s a wait-and-see!
