Proactive Publications

PROACTIVE PUBLICATIONS

I PROFILE

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.

2 proactive publications

Building an

EMPIRE

T

he conception of Proactive

Altering the course

Publications was the handiwork

With the entire world working to reach

of Managing Director John White,

Net Zero, Proactive Publications noticed

who, after spending ten years working for

a shift in its customers’ values and how

a national newspaper group, decided to

they operated.

set up his own business-to-business (B2B) magazine.

“After dedicating more than a decade to producing our popular general industry

“During my time as a sales and distribution

magazine, we noticed that many of our

manager for a national newspaper group, I

customers were increasingly discussing

gained valuable insight into how companies

their green credentials and sustainability

marketed and sold their products and

practices,” said Mr White. “This very quickly

services – both to the public and to other

became a popular topic when promoting

businesses,” explained Mr White. “After

their businesses with us, so the decision

spending a decade at the company,

was made to rebrand the magazine to

I moved on to a new venture that specialised

better represent this transition and Inside

in a global B2B general industry magazine.

Sustainability was born.”

“Whilst there, I recognised an opportunity

As the new magazine came into circu-

to develop this concept further with better

lation, Proactive Publications became

customer service. So, with the help of a few

introspective of its own operations and

likeminded colleagues, I set up my own

decided it was time to cease hard copy

company in January 2009.”

printing, shifting to digital only.

Initially, Proactive Publications operated

Today, Inside Sustainability is double the

with one magazine, its flagship edition,

size and runs on an increased production

Inside Industry. Designed to be a general

schedule, after being bumped from five

B2B magazine dedicated to the entire

editions per year to ten. Accompanying

industry, this magazine ran for 12 hugely

Inside Sustainability are three other publi-

successful years, before it underwent

cations: Inside Marine, Inside Food & Drink

a pivotal transformation.

and Inside America.

Proactive publications 3

PROACTIVE PUBLICATIONS

I PROFILE

From drones to to food produc

Inside Marine surfaced a few years after the establishment of Inside Industry.

Marketed as a more specialised B2B pub-

Proactive portfolio since its introduction in

lication, Inside Marine connects the seven

2018. Featuring the latest news from this

seas and five oceans with one voice.

delicious industry, readers of the magazine

“Much of the credit for Inside Marine must go to my Sales Director Richard Brightmore, who was responsible for most of these

also benefit from the delectable insight of Taste of the Season.

Each edition, readers are treated to a new

maritime projects,” revealed Mr White.

theme overflowing with delightful treats

“Given my naval background, it didn’t

sure to inspire their tastebuds. Best of all,

take much convincing for me to introduce

every treat is tried and tested by Proactive

this magazine. It set sail successfully and,

Publications’ employees to guarantee

despite being in a niche market, it quickly

honest, high-quality content.

burgeoned to match the size of its sister magazine.”

The tastier treat that is Inside Food & Drink has been a strong part of the

“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!

4 Proactive publications

o shipbuilding, energy providers cers and everything in between

“Understandably, these

in between,

parcels are very popular

Inside America

amongst my staff and the resultant reviews add depth to our magazine and social media presence.”

Finally, the most recent edition

provides the perfect platform for American business owners to share their news and inspire other industry professionals alike.

to the Proactive Publications portfolio is Inside America. With the company already

A quality offering

holding a large readership in this region,

Intent on finding more ways to expand

and a long history of collaborative projects

the value of its products, Proactive

with many American businesses, the deci-

Publications began attending different

sion was made to dedicate an entire

events and exhibitions from the business

magazine to the great nation.

world. Whether abroad or on home soil,

From drones to shipbuilding, energy providers to food producers and everything

the company dedicated the time to go and meet current and potential clients Proactive publications 5

PROACTIVE PUBLICATIONS

I PROFILE

“ we pride ourselves in being very proactive

“I rarely get the chance to attend myself. However, I did have the pleasure of experi-

when it comes to our media partnerships

encing 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

alike, while exploring the latest develop-

the end of each day in our apartments

ments and innovations on offer.

by the beach – which coincidentally

When asked about these events, Mr White recalled fondly of a trip to Athens that was particularly memorable: “As many visitors

were close to many lovely restaurants and cocktail bars!

“We pride ourselves in being very

and exhibitors will know, attending an

proactive when it comes to our media

event is hard work and not really a holiday.

partnerships, with many internal events

However, I certainly have many volun-

across all our titles. Although we cannot

teers when the events are held in more

attend them all, we do our best to help

exotic locations.

market them to our extensive readership.”

6 Proactive publications

The road to success 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,

“Our philosophy has always been to

website layout or new editions that

provide a platform for businesses to gain

we add to the mix,” said Mr White.

exposure on a global scale and promote

“Despite our competitors’ eagerness to

their products and services to potential

follow suit, we do still seem to have the

new business partners,” said Mr White, in

lead on event partnerships.”

conclusion. “This has evolved further as

With the last 15 years a suc-

companies want to share more on their

cess, Proactive Publications is

best practices and credentials, and it will

committed to filling the next

continue to evolve as we head towards

15 with even more excep-

the future.

tional content and is relying on its customers to help.

“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.

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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 wh o give valuable feedback on the latest requirements needed to keep custome rs happy. This is as well as priceless ideas on how the company could be an ev en better place to work. Over the years , many of our initiatives came from lis tening to suggestions from my tea m.