Up Close with Tom James

Tom James at Bonnier House in Sweden

As editorial director for our enthusiast titles, what are some of your key responsibilities?

Most of the time I feel like the Michael character from The Office. But when I put that aside, I try to help provide editors a reader’s look at their products and then brainstorm how to get the products even more compelling and more on target. I work on content plans, digital strategies, budgets, new-business initiatives, creating brand extensions and anything that editorial can do to help the business. But the most important thing I do is share good ideas from one editor to another. As a company we haven’t done enough sharing across titles because so few editorial people work across several titles.

What are some of the top items on your to do list for 2010?

Same as the last couple of years at this time, more or less …

1. Finish 2009 to do list.
2. Work on ways to keep print products vital in an increasingly digital world.
3. Work on ways to create such good digital products that it is increasingly difficult to achieve item 2 above.

What have you enjoyed the most about working with our action-sports titles?

I love all the action sports. Honestly, I’d be reading most of these magazines anyhow.

How did you get your start? Tell us what you did in the early part of your career.

Aren’t I still in the early part of my career? But if you are talking about the embryonic stage, I got my start in 1985 when a college friend who had just been hired by World Publications asked me to do windsurfer testing for WindRider magazine. A year later I bumped into Terry Snow at a trade show and he asked me if I’d test boards again. I said I’d do it if we could make it a full-time position, which he did at $1,000/month. So I lived in California and wrote about windsurfing gear, which quickly evolved into being “editor-at-large.” By 1987 I was probably writing 15,000 words a month for the mag. Features, departments, promo copy — whatever I could do to justify that salary.

How would you describe your leadership style?

Compassionate coaching. I know how difficult the jobs are of the people I manage compared to management, and I try to help people get through the challenges.

What is your favorite part of the job?

I most enjoy envisioning what the future can be. Fortunately media is changing so quickly its future isn’t clearly mapped, and my position often allows me to help shape our path. Helping form a vision that proves to be good business strategy is my favorite stuff. Itemizing hotel expenses in Concur is a distant second.

Is there anything else you would like to share about yourself or your job responsibilities?

Me: I just learned I like being interviewed. Job: As I tell editors, the key to doing a good interview is having done some research on the subject so your interview doesn’t have to end with questions like this.

Fast Facts

James playing anchor at MTV3 in Finland

Tell us about your family.

No.

Any pets?

Two golden retrievers, Sam and Texas Pete (named after a hot sauce I like).

Someone you admire and why?

It doesn’t seem like you could admire someone who is gone in the present tense but I’m still going to say my dad. Just because someone stopped teaching doesn’t mean you have to stop learning from him or her.

Favorite magazine/newspaper?

I’ve been a subscriber to The Week magazine since its first issue. It appeals to my short attention span.

Last book read?

Over the last two months I read Food Inc. on my iPhone at stoplights, traffic jams and (ironically enough) in drive-through lines.

Favorite movie?

Crimes and Misdemeanors. I like movies that indicate there is no divine plan.

Favorite TV program?

Family Guy, hands down. I’m dressing as Stewie for Halloween.

Favorite music performer/group?

Honestly I’m not into music enough right now to have a favorite but my favorite of all time is probably The Smiths or The Clash.

Favorite type of music?

Virtually anything that isn’t appropriate at a Super Bowl halftime show. I hate pop and has-been rockers. My radio station leans toward college/indie rock.

Root for any sports teams?

I have a quiet but passionate interest in University of Florida football.

Hobbies?

I don’t think people in the enthusiast group have hobbies. We’re enthusiasts!