Quality is the key to success- Kim Hollamby

[Laura Elizabeth Johnson]

Kim Hollamby is the head of electronic media at IPC Media. Since IPC’s portfolio reaches 60% of the online population Hollamby’s opinion is one with a lot of clout. He believes that the quality of digital content is key to rising above the crowd.

The problem is that people are more fickle than they used to be. They are not loyal to networks, they follow friends. If they’re on Myspace and their friends change to Facebook, so will they. It is because of this that journalists must ensure their work is of the highest quality in order to quash their competitors. Quick bursts of success may be good but as Hollamby says, “Success today does not equal success tomorrow.” You must establish yourself as an unforgettable brand.

The increase in user generated content is another reason for journalists to ensure the quality of their work is as high as possible, it is what distinguishes them from lay writers. IDC estimate that 70% of online content will be user generated by 2010. However, Hollamby believes that there is nothing to worry about. That the passive audience will always be larger. I think this is true as although content may be generated, it does not mean there is an audience for it. I believe an audience will only be attracted if the quality of the work is good enough to evoke interest.

Hollamby’s best advice was that in order to have a great career, you must have fun! Something many professionals overlook.