Gay Times marketer turned editor on the natural synergy of editorial and marketing in modern journalism
The Gay Times has appointed its marketing manager Josh Rivers to lead up a new-look version of the publication as part of a strategic revamp from new owner and chief executive James Frost.
Josh Rivers, editor of Gay Times
Back in March, Frost bought Gay Times from Millivres Prowler, when it went into administration. Since then, it has rejigged the editorial team to suit its need. As such, editor Darren Scott and deputy editor Ryan Butcher have stood down, opening up the editor role to the marketing man who argues that the trade is not so dissimilar to journalism.
Rivers told The Drum that he was picked for the role for his “keen eye for detail, well-honed leadership skills and the ability to execute [his] vision”.
While not conventionally trained as a journalist, he does tout the similarities around the trades. “Journalism is about having conversations. It comes in many forms and it’s not one way: it‘s a dialogue. I have a vision for the evolution of Gay Times that opens up that conversation.”
Further to this, he believes the team of experienced journalists around him can help generate a space for generative, informative and inquisitive conversations, and a more relevant product for modern men. To the table, he also has "good experience in the digital and video space," particularly working on Series Q, interview-style events with LGBTQ entrepreneurs and business leaders.
Gay Times wouldn’t be the first publication to draw from outside of editorial to drive its editorial team. Many laughed at George Osborne’s appointment as editor of the Evening Times for example. Then there's the case of 28-year-old PR man Christian May taking up the helm at City AM.
On whether the news ecosystem has changed in a way that requires a new wave of thought from the editor position, Rivers said: “Brands survive and thrive when they have a consistent and coherent value proposition, when they speak authentically and passionately, and when they show a keen curiosity and awareness about the world around them. So, in my experience, there is a natural synergy between the editorial and marketing functions.”
To come is a Gay Times podcast, “a labour of love and collaboration between marketing, editorial and commercial”.
Due to its social obligations for the betterment of LGBTQ conditions, Rivers argued that the role at the world’s longest-running magazine for gay and bi men “requires a further set of skills and ambitions that have heretofore not been represented”.
As such, he looks to create relevant channels and spaces within which the community can flourish. He’s hoping to elevate the conversation, increase coverage of important issues and vastly increase the diversity of covers and content.
On the departure of the most senior members of editorial in Scott and Butcher, Rivers rubbished any suggestion of disruption within the current structure. He said: “Gay Times has a wealth of talented people who have played a huge role in the success of both our magazine and website, all of whom will remain in their posts. I'm excited to lead the team to their full potential.”
As such, he will oversee an overhaul of the publication that will culminate in an entirely new tone, voice and direction.
“It’s going to be a thrill of a ride,” he concluded.