11 things I learned as editor of Rouleur

Each magazine is a miracle

Nobody will ever know the crises behind the scenes that get resolved or the last-minute changes. This photo or that photo, what about that title? Why is the old page furniture on there? What if that helmet being shot doesn’t arrive with the photographer in time??There's always a problem, and we always found a solution.

There are about 1000 moving pieces to every edition of Rouleur. Especially in the pandemic years when we lost a lot of advertising, I thought it was a miracle to not just survive, but grow.

Don’t be a perfectionist

In journalism, there are myriad constraints, principally time, budget and access. You can only do the very best job given all of those; it can be superb, but never perfect. It should be liberating, but even now, I'm still working on fully accepting this. Hey, some of these rules are there to be broken...

Look, listen, keep it simple

An interviewing lesson, speaking as an editor who also wrote a lot of features: listen so much more than you speak. Sure, it should be a flowing, natural conversation, but it’s not about the journalist or your opinions.

Ask short-ish questions that elicit longer responses and try your damndest to not interrupt interviewees when they pause; an awkward silence usually keeps them thinking and talking.?

And sometimes, keep it very simple. Asking why, how or how did that make you feels can go a very long way. Oh, and write down how people react physically at times, the small mannerisms or actions they do, else you will forget; a Dictaphone can’t capture that.

Commission smart

I learned this the hard way from hours of moving around words and cutting up features – don’t commission average writers with good ideas. Otherwise, it takes far too much editorial heavy-lifting to force it into acceptable shape. Always better to start with a good writer and knock a mediocre idea into better shape.

Don’t work with assholes

I never mind creative discussions or disagreements, which usually lead to an even better standard of work and show an individual's personal investment. But divas, moaners or rude people who are unnecessarily difficult? Life’s too short. Those without manners or decency – politely, show them the door.

Get your hands dirty…

Editor was my job title, but that also meant variously being picture researcher, sub-editor, production editor, budgeter, marketer occasional newsletter writer, editorial assistant, proofreader. On a small team, you muck in and it’s never bad to see how everything is put together and tackle problems in the workflow first-hand. The upshot is a satisfying feeling of creativity and control.

… But be aware of what you can’t do?

Within that, it’s also about knowing when to relinquish control and delegate. Not just in terms of ability and specific tasks, but in terms of workload too. You cannot be lazy in a small, stretched team, but the martyr overloaded with twenty tasks will be weighed down, slow and delay everyone else. It’s about making sure everyone is as efficient as possible and communicating tasks clearly.

Amplification to go with the art

A magazine being published is a bit like a tree falling in a forest – is it even out if nobody is around to read it? You can agonise for months making an exceptional publication, but clever promotion is essential. Make the time and effort to ensure the world knows about it, to craft its perception and talking points. It took me a while to wrap my head around the importance of good marketing.?

It’s a people business

People, and how you treat people, matter, especially in the small cycling industry. I always tried to respond to every reader’s e-mail, good, bad or indifferent, and treat everyone with respect.

When it came to our editorial output, over the years, we developed an A-team of regular contributors. Photographers or illustrators who I knew would do the business, writers who turned in compelling and clean copy. And I think they weren’t often doing it for the (unexceptional) fee. I reckon they did it because they loved what Rouleur represents, cycling or enjoyed the camaraderie on trips (maybe all of the above).

Overall, we had a shared mission and a special feeling between people. We worked hard, and played hard too. So, on an extremely small team, I’d go as far as saying how people – internal staff particularly – feel valued and respected is the number 1 thing. That can make the difference between good and great effort and work.

Quality wins

Print media is just evolving, not dying, but undoubtedly it's having a tough time. Now more than ever, commercial success is paramount to ensure a publication's survival. But to be loved and ensure authentic, long-lasting connection with readers, it’s always a balance with the creative side. Because when it comes to standing out and sticking in the memory, original feature-writing ideas executed brilliantly make the difference.

Take more photos

Lastly, we did exceptional things at Rouleur and had a lot of fun. While I’ve got the magazines on my reinforced shelf for posterity, I wish I’d taken a lot more photos of people and around the office to capture everything else: the mundane parts of the day, the tea breaks, the fraught deadlines close to the wire, down the pub drinking after filing an issue.