Media in Focus - Flying Solo

Your Name: Robert Gerrish
Name of your media brand: Flying Solo
Target Market: Australia's solo and micro business community
Launched: 2005
Staff: 5

See Flying Solo's directory listing in the MediaScope Advertising Directory

Can you give us an overview of your background and experience?

Throughout the 80's I was partner in a small marketing consultancy in London, a business we sold to Saatchi & Saatchi. After having the good sense to relocate to Sydney in the early 90s, I worked initially as a freelance consultant to the creative industry. This is where I started to fly solo, joining the massive throng of independent workers - a sector where my heart and work focus has been ever since!

Tell us how & why you started Flying Solo?

Together with my two wonderful business partners (both also soloists), we saw a strong need for an online community where independent workers could learn, share and grow. There was very little support or acknowledgment of this sector back then. We were, and are driven by a passion to build something meaningful for small business owners –  happily we now generate some income along the way!

Outline Flying Solo's current market position and your forward plans?

We sit within the 'small business sector', however we focus very much on the smaller end of small. We're clearly not the largest in terms of visitors and page views, but we reckon we have the most active, engaged community around.

Our plans are quite simply to impact more Australian micro businesses. We're currently growing at around 1,200 members a month and will hit 30,000 by the year end. We've staged three sell out National Conferences, called Flying Solo LIVE!, and we plan to do more in the event space - we're not restricting ourselves to online in other words. The publishing industry is heading into a period of unprecedented change. We're very excited about what’s in store!

What benefits do you offer advertising buyers and marketers?

The ability to interact with an audience of experienced, intelligent, well heeled business decision makers. See our Understanding Micro Business, 2010-11 survey results for a summary of our audience.

What is the best & worst thing about being an independent media publisher?

Best: The ability to respond quickly, choose carefully and maintain a strong, independent voice.

Worst: We run a tight ship and are by choice, self-funded. We have big plans and some extra business development funding certainly wouldn't go amiss at times!

Tell us about your advertising sales structure?

Sensis Digital Media (previously Sensis MediaSmart) handles our display advertising and have done so for the past few years. We then direct-sell a small inventory of primarily text ads and sponsorships to our community. Over the years we’ve formed long-term relationships with a number of regular advertisers big and small.

Our site is very popular with those in the telecomms, finance, technology, office products and similar spaces.

What are some things you have learned when dealing with advertising buyers?

Patience and the growing pursuit of 'something different'. In addition to display advertising clients are looking for deeper engagement and integration. We like that and are happy to work with them to try new things!

Can you offer any advice to someone starting a new commercial media business?

First and foremost, understand and respect your audience. They are the heart of the business.

Where do you get your advertising and marketing information from?

We talk to our agency, read industry blogs, devour the likes of Wired and Fast Company and spend a lot of time hanging out with our community.

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