Broadsheet makes first London appointments
Ahead of its full UK launch in September, independent publisher Broadsheet Media has made its first London hires.
The culture and lifestyle publisher has made three senior appointments to the launch team, marking its first move to the international market.
Broadsheet was founded by Nick Shelton 15 years ago in Australia. He told Mumbrella earlier this year that the business is “in great shape” to expand.
He explored different growth plans — including different opportunities in Australia — but ultimately said London stood out as one of the “most exciting cultural centres of the world right now” that doesn’t have the media attention it deserves.
The London operation will be led by Shelton, who has relocated. He will establish and grow the business on the ground. Supporting him are the three new hires — Sonya Barber, Che-Marie Trigg, and Paul Davison.
(L-R): Che-Marie Trigg, Nick Shelton, Sonya Barber
Barber joins as London editor. She has deep knowledge of the city’s culture scene, as the former digital editor of Condé Nast Traveller. She also spent nearly seven years with Time Out as news and events editor, and has been a contributor to Hoxton Mini Press, a photobook publisher.
Trigg will be London commissioning editor. It marks her return to Broadsheet, as she previously spent four years with the Sydney team. Trigg relocated to London two years ago and has been freelancing during that time.
Finally, Davison will lead the commercial strategy as Broadsheet’s commercial director, UK and Europe. He is the former VP of commercial for Vice EMEA, and has extensive experience leading partnerships across international media. Davison previously lived in agencyland, holding director roles within the Dentsu network.
Shelton said London is “bursting” with creative and cultural energy, and Broadsheet’s aim will be to help Londoners “live their best lives”.
“Broadsheet has always been about celebrating the people and places that shape culture – and now, we’re bringing that mission to London, which we believe is the most exciting city in the world right now,” he said in a media release on Friday.
As in Australia, Broadsheet London will focus on culture across food and drink, fashion, art and design, travel, and entertainment. It will commission both local and international writers, photographers, and videographers, as well as industry experts, to contribute directly. It has already established a partnership with popular anonymous food and travel blogger Clerkenwell Boy.
Nick Shelton
“London has a very competitive media market generally… We know we’re going to have to adjust to the market, we’re under no illusion that we can just take exactly what we do in Australia and do it in London,” Shelton told Mumbrella earlier this year.
“It’s important we speak to the market and the way it works, and part of that is hiring lots of locals who knows the market well.”
The London team will publish across Broadsheet’s digital platforms, including the website, Tiktok, Youtube, and a newsletter. It will also offer a quarterly print edition across the city.
Shelton also teased the potential of a future European launch to Mumbrella, a move that seems likely, given Davison’s commercial remit includes Europe.
“We also see [this as] a springboard into Europe, once we get London right, it becomes Paris, and Berlin, and Milan, and Amsterdam, and Copenhagen. It gets really exciting,” Shelton told Mumbrella in February.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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