Media Mentor: Dave Henderson

Media Mentor: Dave Henderson

Dave Henderson: MD of Rock at Emap performance

Which do you think gives a better background for a managing director working in publishing - editorial or ad sales?

I'm from an editorial background but I've seen both ad and editorial people work really well publishing and running radio stations, TV channels and websites. What we try to encourage is great ideas with an understanding that, at the end of the day, we've got readers, listeners, viewers, clickers and, indeed, shareholders. If we can keep them all happy, then who cares what you did when you first got out of bed?

I need to take a client out to lunch. what are your favourite dining spots that you can recommend?

I meet so many different people that it varies from scuzzy greasy spoons to cool eateries with no lack of charm.

I took Kate Bush's manager to Nobu and ended up in a kebab shop in Finsbury Park with the guy who ran the legendary folk label Topic.

I have an agency client who just won't listen to the strong sense in my pitches. How should I encourage him? Do you believe blackmail is justified in some situations?

Blackmail never works. The people who come unstuck can't remember their last great white lie.

Is working in music media as glam as one might imagine? Is it all bands, tours, club nights and launches or do you have to go to the office occasionally?

It is all bands, managers, tours, scripts, features, ideas, backstage riders, rough cut edits, arguments and exceptional pampering, but you get used to it. Where else can you do all that and have a conversation
in the lift about a Deep Purple catalogue number or how brilliant the Simian album is?

Do you believe that a brand will have different attributes in different media? Will it stand for subtley different things when it's online

compared to, say, when it's in print or on TV? Or should it be the same across the board?

Certainly the brand has different attributes and can be consumed in different ways in its various forms. We encourage that. At the moment, we're reaching 11 and 12-year-olds through Kerrang! TV who are besotted with Slipknot. They watch the channel, buy the sweatshirt and want to live the lifestyle. Can we convert them to mag-buyers? I don't know.

In some cases yes, but the audience is so huge for Kerrang! TV that complete conversion would mean we'd be popping at Hello!.

Wouldn't that be great?

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