Every Saturday morning, we invite a publishing pro to put together their top media links. This week’s guest editor is Fergus Gregory.

Fergus is a Director at Collingwood Advisory, working with media, events, data and subscriptions entrepreneurs on strategy, value and growth. He has spent most of his career in B2B media, including leadership roles at Informa and The Drum.

You can find Fergus on LinkedIn.

Fergus says:

I’ve asked 'Why?' a lot these past few weeks, so too have my 3 bored daughters.

The girl’s questions were caused by summer holidays in ‘sort of lockdown’. My move to what seems like a borderline obsession with the word has been through working with some inspirational media and events entrepreneurs needing to re-address their value propositions at speed and under pressure to just ‘Tech the shit out of it…’

After a few cases of this, I was prompted to dust off the ‘5 Whys’ technique, mine usually starting with ‘Why will the Audience care about this enough to watch/read/attend it? and I have to say it’s been fun and effective. Great ideas have been uncovered and solid audience focused value propositions developed, all through using this simple and sometimes painful set of words.

So when Esther said ‘Why not guest edit this week?’ I thought why not provide 5 Why’s.

Design thinking — exhibitionnews.uk

Jake Austin and Mark Parsons show us why those with events should adopt design thinking.

The great acceleration — www.mckinsey.com

McKinsey tell us why the business-minded should not waste a good crisis.

Publishers have more first-party data than they think. Here’s how to use it — www.pubexec.com

Publishing Exec ask why we aren’t doing more with those databases we have tech’d the shit out of.

2020 media acquisition report — collingwood-advisory.com

Some prominent Private Equity Partners tell Collingwood Advisory what they are looking for from media investments in the wake of the pandemic

What clients need from salespeople — www.crowdcast.io

And finally, answering the question that only advertising salespeople with Saturday morning hangovers can ask... ‘Why won’t they buy anything from me?’

If you would like to guest edit a future edition of My Media Roundup, simply reply to this email.