Spotlight: Jason Dante

You may be aware that ETO has a new owner – you may even remember him if you exhibited at Erotica in its heyday – but what has he got planned for your favourite organ?

What was your impression of ETO, after you first encountered the magazine in the noughties, when you were sales and marketing manager for consumer show Erotica?

Ah, the noughties – a time of questionable fashion choices and the birth of many unforgettable experiences. When I first encountered ETO, I probably didn’t fully appreciate how buoyant the B2B side of the industry was. I also couldn’t help but be intrigued by its bold approach and commitment to the adult industry.

What attracted you to the magazine industry, and specifically, to this 20-year-old brand?

My father was a printer, and I started my early career in publishing, so it’s always been close to my heart. Since Erotica, I had kept in touch with Lee [Schofield] over the years and I kept saying I’d visit him in Blackpool for some fish and chips. As time moved on Lee and I had an open discussion about me leading ETO forwards and we went from there. I had always admired the brand’s storied heritage and the magazine’s bold approach to the industry, but I never imagined I would one day own ETO. It really is a dream come true. And yes, Lee bought me some chips.

What reaction did you get from the industry after you acquired ETO in July last year?

People were very kind, but I fully appreciate it was a bit of a shock for them as ETO had been in the same hands for two decades. It has been heartening to witness the support and enthusiasm from those who know the ins and outs of this dynamic and evolving industry.

How has your first year been?

To say it’s been a rollercoaster is a cliché and an understatement! When I first purchased ETO, the print magazine was on hold and it was online only; I was also employed fulltime in a day job. It was my plan to build upon ETO Online first and then quit my job in early 2024 to push forwards with the print magazine. However, I naturally wanted to introduce some updates to the website (back and front end), which included increasing the weekly newsletter subscribers to 20,000+, and greatly increasing website traffic. The company I was with made me redundant in late October 2023 and once they discovered I had bought ETO, asked me to leave the building on the same day, so it just moved my plans up by three months.

So it was always your intention to bring the print magazine back?

It was always part of the plan to bring the print magazine back and I decided early on that it would be a quarterly publication for 2024. This not only fitted well into seasonal launches but also made it much less of a strain on advertisers’ budgets. In a world inundated with digital noise, there’s a unique charm and authenticity to flipping through the pages of a tangible publication and especially one that delivers content with ETO’s distinguished style.

What changes or innovations do you plan to introduce to the magazine now that you’re at the helm?

In its fundamental form, the magazine works but as supply chains are ever increasing the initial goal of ETO in 2024 is to continue to reach even more European retailers and buyers. Our current circulation is 40% mainland Europe so our Mystery Shopper and supplier features will have more of a European focus too.

Did you keep up to date with the adult sector while you were working outside the industry?

Absolutely, it’s a sector that you never really leave, and I remained an avid reader of ETO. This helped me keep up on the adult sector, witnessing its gradual shift towards mainstream acceptance. It’s fascinating to see how society’s perceptions have evolved.

What’s been the most memorable moment you’ve had with the magazine so far?

I was a guest at a swanky dinner not too long ago and got talking to the Director of a well-known High Street bank. We exchanged business cards and he looked at mine that said in bold letters Erotic Trade Only. He simply said, ‘How interesting’ and pocketed it.

Do you think an Erotica-style consumer event would be viable these days?

The landscape has evolved dramatically and what appeared as diverse at Erotica over ten years ago is mainstream today. It’s a complex argument to bring such a show back. However, with the right approach, it could still find its niche. Watch this space.

How important is a trade magazine to retailers of adult products in 2024?

Call me (unsurprisingly) biased but I’d say it’s vital. In 2024, a trade magazine remains an essential tool for retailers. It offers a curated, insightful perspective that goes beyond the transient nature of social media or direct emails. The integrity of voice and unbiased information are invaluable assets. With the various online elements, everyone is trying to push through the noise and it’s expensive. It also saves valuable time by being able to source suppliers in one location. By using age-old printed magazines, these messages are delivered directly to the hands of retailers and buyers.

What can it offer that a social media post or an email direct from a manufacturer or distributor cannot?

Aside from the congestion and expense, social media and direct marketing is becoming increasingly policed, and one post can have an account – with tens of thousands of followers – deleted. Email marketing has its challenges too, with deliverability and readability first time round. A magazine can be (and is) reread and easily transported.

Do you think readers still retain back issues of B2B magazines, and refer to them long after their cover date has passed?

Yes, readers do retain back issues, and I know this first hand. When I purchased ETO, I also received 20 years of back issues. I had every copy except for the very first one. Speaking with a long-term reader, he very kindly sent me one of his spare copies completing my set. That’s commitment!

What does a trade publication give advertisers?

For advertisers, a trade publication provides a platform to engage with a willing, relevant, and enthusiastic audience – a connection that transcends the fleeting nature of many marketing channels in this busy world.

Are you happy with this first issue of new ETO?

Absolutely. It’s a testament to the hard work of the team and the collaborative spirit of the industry. There are some favoured elements like Readers Lives and Mystery Shopper but also some new introductions.

Longtime readers may notice some familiar names in the flannel panel: why is this?

It made sense to get the band back together as some of the team had been here from the very beginning in 2003, so who better to continue ETO’s legacy? Lee and Jacinta’s absences are felt, but I fully understand their focuses are needed elsewhere. Those old enough to remember the A-Team will also recall Hannibal’s famous quote: “I love it when a plan comes together”.

How do you see the magazine evolving over the next five years, and what role do you hope it plays in the industry?

I firmly believe that ETO has played a huge part in what we know as the modern adult industry, especially in the UK, and it has also allowed other brands in Europe to follow suit. I would like to see the ETO brand reach in new directions and keep shaping, and supporting, the industry. I’m hopeful this will include further enhancing our engagement with the industry, exploring social get-togethers, and potentially hosting B2B events/ awards again to foster meaningful connections and champion industry innovation.

July 2024 will mark 21 years since the first issue of ETO was published: do you have any plans to celebrate this milestone?

In various cultures, the 21st birthday is associated with significant privileges, such as voting and legally consuming alcohol. Almost sounds like the ETO Awards! Celebrating this milestone is undoubtedly on the agenda. Stay tuned for exciting announcements!

Finally, how can people get in touch with you?

I can be reached via my email jason@erotictradeonly.com or people can connect with me on LinkedIn www.linkedin.com/in/jason-dante