Lulu Skantze

Lulu Skantze

Entrepreneur and Editorial Director

In this insightful interview, Lulu:

  • Outlines how the magazine was born, its content sources, various formats and subscription models.

  • Gives an insight into the differences between the revenue streams, one of these differences being the marketing approaches.

  • Highlights the division between print and digital content, talking about scenarios in which children are more likely to choose one over the other.

  • Explains the structure of the company and why they have a large team of freelance and contracted contributors.

  • Recalls what it felt like when she realised the company was a success.

  • Describes the struggles with being a self-funded company, and how she managed cash flow.

  • Stresses the importance of being agile; for example being flexible with goals and plans, and how letting go of ego is essential in order to make sensible business decisions.

  • Shares her hopes for the future – growing the digital side of the magazine and its licensing partnerships, as well as her wishes to be a leader in inclusivity and a strong presence in education.

  • Reveals some of her learnings; focusing on her values of curiosity and engaging with the world.

Lulu SkantzeEntrepreneur and Editorial Director
00:00 / 01:04

0:00 | Alan introduces the show by talking briefly about his history in business. He continues by describing the format and purpose of the show.


1:13 | Alan invites listeners to get in touch with questions and comments, and gives contact details.


1:30 | Alan welcomes Lulu Skantze to the show, inviting her to introduce herself and the magazine she founded, 'Storytime'. Lulu talks about the scope of Storytime magazine’s reach.


3:00 | Lulu discusses the magazine's various formats.


4:09 | Lulu explains where the magazine sources its content from.


5:27 | Lulu gives an overview of subscription types and prices. She talks about the subscription model for schools.


7:47 | Lulu and Alan discuss the revenue streams of the magazine, and the success of Storytime in B to B market streams with schools. 


10:15 | Lulu gives an insight into how the two revenue streams differ, and the different marketing approaches the company takes for both streams.


14:14 | Lulu reveals the division between print and digital content, and talks about scenarios in which children are more likely to choose one over the other.


17:19 | Lulu describes the structure of the company, and its staff numbers. She goes on to explain her reasons for having a large team of freelance and contracted contributors.


19:03 | Lulu recalls her past experience in magazine publishing, and the factors that led her to create a magazine for children.


24:20 | Lulu talks about her realisation that the magazine was a success.


26:45 | Lulu explains some of the struggles with being a self-funded company, and gives insight into how she managed cash-flow.


31:07 | Lulu details the issues that selling the magazine on shop shelves presented, and the decisions they made following these issues.


39:26 | Alan and Lulu discuss the importance of being agile when starting up a company. They go on to talk about the importance of letting go of egos in a start-up in order to make sensible business decisions.


39:40 | Lulu reveals how being agile in the company’s sales actually led to the magazine’s success at the start of the pandemic.


42:57 | Alan asks Lulu to share the goals Lulu and her business partner had at the beginning of the business. Lulu stresses the importance of being flexible with goals and plans.


45:48 | Lulu talks about her hopes for the magazine in the future, including her wish to be a leader in inclusivity, to be a strong presence in education, and to grow the digital side of the magazine and its licencing partnerships.


50:25 | Lulu discusses her plans for the magazine’s growth.


51:40 | Lulu reveals some of her learnings. She focuses on her values of curiosity and engaging with the world, then returns to the importance of being agile and flexible.


56:32 | Lulu shares the URLs for the magazine’s websites. She asks listeners to get in touch with any questions.


58:03 | Alan thanks Lulu for being on the show and wraps the interview up. He ends by reminding listeners how they can contact the show.