Founder and director of Portfolio North, Cassie Moyse, shares her thoughts on this milestone edition.

Throughout the process of preparing the 30th edition of Portfolio North’s North East magazine, I’ve been reflecting on and sharing with the team the incredible journey that spans seven years, over 3,500 pages and an immeasurable number of stories, social posts, emails, phone calls, meetings, events, dinners, wine tastings, hours on the road and pounding the streets distributing magazines and more.

This milestone not only marks our growth, but our transformation from a client project into a standalone business and one of the most widely read, independent publications in the North. Portfolio North began in 2017 when the late Wayne Halton established it as a brochure for Bradley Hall, featuring property news, insights and a handful of related stories. I took over from the third issue when I joined Bradley Hall and, I’ll admit, it was an absolute whirlwind for two years as I began to realise that this project could become much more.

Since then, we have developed a robust online presence, hosted events from six people to 600, while
consistently refining our strategy, vision and purpose in line with the market and what we offer.

I began working with Wayne again last year. He contributed as our business editor until his sad and untimely death this summer. His influence remains woven into the fabric of our publication and I believe he would be proud of our accomplishments and future aspirations.

Today, we enjoy an impressive 177,000 views a month across all platforms. Our readership predominantly comprises professionals aged 25-45, with 88% in management or above. We strive not just to be a magazine, but to cultivate a network of change-makers, amplifying the voices of those who have influence within their organisations and beyond.

In its early years, Portfolio North was produced sporadically – about two to three times a year. We have since evolved into two magazines – one devoted to the North East and the other to Yorkshire – produced bi-monthly, resulting in 12 editions each year.

Our digital presence, meanwhile, has grown concurrently, with daily updates to our website, app
and social media platforms, thanks to a lot of strategy implementation and agility dictated by the market.
I am so proud that we have partnered with numerous esteemed clients over the years, including Barclays, UNW, Grantley Hall, BDN, Inn Collection Group, Green Energy Advice Bureau, Castle Building Services, Smart Outdoor, Northumberland Estates, Robertson Homes and Sunderland City Council to name just a few.

Outside of our client partnerships, the team and I have also created some fantastic independent articles over the years.

We operate at around 40% independent content in our print magazines and share even more independent stories online. Our mix of business and lifestyle content is popular, creating a ‘one-stop-shop’ that enables busy professionals to stay in the know about what’s going on in our region.

We’ve gone from supporting clients with advertising and editorial to creating digital content, social media content, dedicated supplements, larger events, small networking wine tastings, running our clients’ social media channels, conducting full-service print and digital campaigns, website content, blogs, PR and more. We are considered and agile in our approach and operate on a bespoke basis for each client, depending on their needs and goals.

Over the past seven years, I’ve been questioned about whether publishing is a viable business in an increasingly digital world. It’s my belief that print holds significant value and trust – and is often regarded as a luxury. While daily newspapers face challenges due to changes in consumer habits, there is still a strong demand for high-quality, relevant regional content that resonates with a specific demographic. But print alone is not enough.

As a marketer by trade, I have recognised that the success of our publication goes beyond simply writing compelling articles; effective distribution is equally vital. We dedicate a great deal of time in ensuring our stories reach the right audiences. While other online publications quote numbers between 200-500 views per individual story, we reach up to 60,000 organic views. It’s taken us many years, lots of trial and error and a dedicated and talented team to get to this point – and our priority is always to deliver for our clients and get results.

A few years ago, we conducted independent market research that helped us redefine our offering. This led to the identification of key pillars crucial for us, our clients and our readers: credibility, relevance, readability and aspiration.

These pillars now guide our mission, as we strive to do more for our partners, readers and the wider region.

In a time when the North needs it most, we aim to be a publication that leads, influences and provides valuable insights. While we maintain neutrality and avoid political bias, we acknowledge the economic challenges our region faces. Despite these hurdles, we see promising prospects emerging, particularly with the new Combined Authority mayors making their mark and local authorities like Sunderland transforming their cities.

The North East has grappled with various economic challenges, including low growth and productivity due to reliance on lower-value industries and limited investment in research and development. Issues such as youth unemployment, skill mismatches, underfunded infrastructure and health inequalities also hinder progress. Additionally, the implications of Brexit and limited access to finance for small and medium-sized enterprises (SMEs) present further obstacles.

Nonetheless, investment in innovation and sustainability is crucial as the region navigates economic growth alongside climate challenges. A collaborative approach involving government, businesses and communities is essential to address these issues and drive sustainable development, as well as billions of pounds worth of development, which will help to keep skilled people across all industries in our region.

At Portfolio North, we shine a light on the individuals behind the North East’s success through independent stories, interviews and thought leadership. Our content is designed to inspire ambitious professionals, sharing authentic stories from business operators and owners to humanise the landscape of change.

From the beginning, our mission has been to celebrate and amplify the diverse voices, innovative businesses and rich cultural tapestry of Northern England. Each edition has aimed to highlight the extraordinary talent and resilience that defines our region.

As we move forward, we remain committed to championing the North’s unique identity and its essential role in shaping the UK’s future. We invite you to join us in celebrating creativity, innovation and community as we continue to explore what makes Northern England a remarkable place to live, work and thrive.

We pride ourselves on bringing authenticity and real-life experiences into the world of business, so it’s only right that I share my own journey. Since 2017, I have devoted immense time, effort and dedication to this publication, channelling my passion for storytelling into its growth. Along the way, I’ve committed myself to continuous learning and personal development, with a focus on enhancing both my knowledge and expertise.

In addition to managing Portfolio North, I serve on the board of directors at Bradley Hall, a prominent property company with a turnover of £10 million and over 60 staff members across nine offices in the North.

Since joining the team, I have witnessed exponential growth— from a 15-person team to a thriving organisation. This experience has deepened my understanding of business needs, challenges and the capacity to create effective solutions.

This role has taught me how to join the dots for our clients. We’ve survived challenging economic times and, on a personal level, I have faced significant personal obstacles in recent years. Despite these hurdles, we have built something truly remarkable and I am incredibly proud of what we have achieved so far. If we can achieve this in the face of adversity, I can only imagine the heights we will reach moving forward.

The journey from being a one-person operation—writing content, selling adverts and lugging around magazines—to leading a team of expert content writers, designers and marketing executives has been immensely fulfilling.

Thank you for being part of our journey—here’s to many more editions to come, to our future growth and the impact we hope to make on our amazing region.

Please join us in taking a trip down memory lane with us as we share snippets from our favourite 30 articles from past editions.

DEDICATED TO WAYNE HALTON—THANK YOU FOR BEING MY FIRST MENTOR.