Proactive Publications has enjoyed 15 years of publishing perfection. From news and innovations to special reports and company profiles, the company uses its platform to provide the world with the latest business developments. Managing Director John White laid out the journey during an in-depth interview. Report by Imogen Ward.
The conception of Proactive Publications was the handiwork of Managing Director John White, who, after spending ten years working for a national newspaper group, decided to set up his own business-to-business (B2B) magazine.
“During my time as a sales and distribution manager for a national newspaper group, I gained valuable insight into how companies marketed and sold their products and services – both to the public and to other businesses,” explained Mr White. “After spending a decade at the company, I moved on to a new venture that specialised in a global B2B general industry magazine.
“Whilst there, I recognised an opportunity to develop this concept further with better customer service. So, with the help of a few likeminded colleagues, I set up my own company in January 2009.”
Initially, Proactive Publications operated with one magazine, its flagship edition, Inside Industry. Designed to be a general B2B magazine dedicated to the entire industry, this magazine ran for 12 hugely successful years, before it underwent a pivotal transformation.
With the entire world working to reach Net Zero, Proactive Publications noticed a shift in its customers’ values and how they operated.
“After dedicating more than a decade to producing our popular general industry magazine, we noticed that many of our customers were increasingly discussing their green credentials and sustainability practices,” said Mr White. “This very quickly became a popular topic when promoting their businesses with us, so the decision was made to rebrand the magazine to better represent this transition and Inside Sustainability was born.”
As the new magazine came into circulation, Proactive Publications became introspective of its own operations and decided it was time to cease hard copy printing, shifting to digital only.
Today, Inside Sustainability is double the size and runs on an increased production schedule, after being bumped from five editions per year to ten. Accompanying Inside Sustainability are three other publications: Inside Marine, Inside Food & Drink and Inside America.
Inside Marine surfaced a few years after the establishment of Inside Industry. Marketed as a more specialised B2B publication, Inside Marine connects the seven seas and five oceans with one voice.
“Much of the credit for Inside Marine must go to my Sales Director Richard Brightmore, who was responsible for most of these maritime projects,” revealed Mr White. “Given my naval background, it didn’t take much convincing for me to introduce this magazine. It set sail successfully and, despite being in a niche market, it quickly burgeoned to match the size of its sister magazine.”
The tastier treat that is Inside Food & Drink has been a strong part of the
Proactive portfolio since its introduction in 2018. Featuring the latest news from this delicious industry, readers of the magazine also benefit from the delectable insight of Taste of the Season.
Each edition, readers are treated to a new theme overflowing with delightful treats sure to inspire their tastebuds. Best of all, every treat is tried and tested by Proactive Publications’ employees to guarantee honest, high-quality content.
“Despite working for many years with companies from the automotive industry, including Formula 1 teams, I am yet to be sent a sample of the latest supercar,” joked Mr White, “However, our Food & Drink magazine more than makes up for that with the volume of products my marketing and editorial teams are sent to review!
“Understandably, these parcels are very popular amongst my staff and the resultant reviews add depth to our magazine and social media presence.”
Finally, the most recent edition to the Proactive Publications portfolio is Inside America. With the company already holding a large readership in this region, and a long his tory of collaborative projects with many American businesses, the decision was made to dedicate an entire magazine to the great nation.
From drones to shipbuilding, energy providers to food producers and everything
in between, Inside America provides the perfect platform for American business owners to share their news and inspire other industry professionals alike.
Intent on finding more ways to expand the value of its products, Proactive Publications began attending different events and exhibitions from the business world. Whether abroad or on home soil, the company dedicated the time to go and meet current and potential clients
we pride ourselves in being very proactive when it comes to our media partnerships “
alike, while exploring the latest developments and innovations on offer.
When asked about these events, Mr White recalled fondly of a trip to Athens that was particularly memorable: “As many visitors and exhibitors will know, attending an event is hard work and not really a hol iday. However, I certainly have many volunteers when the events are held in more exotic locations.
“I rarely get the chance to attend myself. However, I did have the pleasure of experiencing Posidonia one year. Loving the Greek climate and culture, I put my name to the top of that list. Although we worked hard, I did enjoy putting up my tired feet at the end of each day in our apartments by the beach – which coincidentally were close to many lovely restaurants and cocktail bars!
“We pride ourselves in being very proactive when it comes to our media partnerships, with many internal events across all our titles. Although we cannot attend them all, we do our best to help market them to our extensive readership.”
Despite it being a highly competitive market, Proactive Publications has maintained a strong and consistent presence. And looking back over everything that it has achieved so far, it is clear why.
“Although there are some companies with greater financial backing, it is always reassuring to see that they often follow our initiatives, whether it is our magazine design, website layout or new editions that we add to the mix,” said Mr White. “Despite our competitors’ eagerness to follow suit, we do still seem to have the lead on event partnerships.”
With the last 15 years a success, Proactive Publications is committed to filling the next 15 with even more exceptional content and is relying on its customers to help.
“Our philosophy has always been to provide a platform for businesses to gain exposure on a global scale and promote their products and services to potential new business partners,” said Mr White, in conclusion. “This has evolved further as companies want to share more on their best practices and credentials, and it will continue to evolve as we head towards the future.
“We are here to serve our customers, and we welcome their ideas for how we can better do that going forward. So, Dear Customers, let my team know your thoughts, and we will do our best to put them into action. That way we can continue to connect and serve the business world. n
“Over the years, I have enjoyed watching the company, and my team, grow. I am personally proud of when my son joined us six years ago. He currently heads up the marketing department, and I love driving into work with him each day and listening to his creative ideas.” - John White, Managing Director.
As Managing Director and Owner of Proactive Publications Ltd, John White is a distinguished professional with a rich background in sales and military service. Before venturing into publishing, John served in the Royal Navy, developing a strong sense of discipline, leadership and strategic thinking. John was involved in critical missions that honed his skills in crisis management and teamwork.
After leaving the Royal Navy, John sailed into the business world, bringing the resilience and organisational acumen from his military career. He quickly demonstrated a natural talent for sales – building relationships and understanding market dynamics. Identifying customer needs and providing effective solutions earned John the reputation as a top performer. In 2009, John founded Proactive Publications, specialising in producing high-quality industry-specific publications. Under his leadership, the company grew substantially, becoming a respected name in the publishing industry. John’s vision for Proactive involves delivering insightful and engaging content that meets the evolving needs of professionals across diverse sectors.
John’s commitment to excellence and innovation has driven Proactive to produce magazines that inform and inspire readers. John remains actively involved in all aspects of the business, from editorial decisions to sales strategy, ensuring that the company’s output aligns with the core values of quality and relevance.
Outside of his professional life, John is an advocate for veterans’ causes and frequently engages in initiatives supporting former military personnel. His journey from the Royal Navy to the helm of Proactive is a testament to his adaptability, leadership and unwavering dedication to success.
Listen to your staff.
As a leader, you like to think you know everything that’s going on. However, it’s those at the rock face who give valuable feedback on the latest requirements needed to keep customers happy. This is as well as priceless ideas on how the company could be an even better place to work. Over the years, many of our initiatives came from listening to suggestions from my team.
