The space art creates

Art is for the audience. For the audience to enjoy, appreciate and have opinions – freely. In a society where enjoyment, appreciation and opinions are usually for some agenda, art is the only space where it doesn’t matter and for that exact reason, it matters. So much.



Exhibit A: This letter. Oscar Wilde.

My dear Sir

Art is useless because its aim is simply to create a mood. It is not meant to instruct, or to influence action in any way. It is superbly sterile, and the note of its pleasure is sterility. If the contemplation of a work of art is followed by activity of any kind, the work is either of a very second-rate order, or the spectator has failed to realise the complete artistic impression.

A work of art is useless as a flower is useless. A flower blossoms for its own joy. We gain a moment of joy by looking at it. That is all that is to be said about our relations to flowers. Of course man may sell the flower, and so make it useful to him, but this has nothing to do with the flower. It is not part of its essence. It is accidental. It is a misuse. All this is I fear very obscure. But the subject is a long one.

Truly yours,
Oscar Wilde

Who are you?


Three questions: Write your answers in the comments below, or email me at – and I will reward you*.

1. How long/much have you been reading this blog? Do you want to subscribe? (Why?)

2. Who are you? What do you do?

3. The classic: What do you think is the point of art?

Thank you, so much!

* Extension question: How would you like to be rewarded?


Content and Communications: My case

My case, answering a few questions about my abilities for a content and communications role at a charity…


– Specialist and/or technical subject: At B2B magazines Pensions Age/European Pensions I developed passion for well-researched, specialist, sharp writing on complex subjects and was self-motivated in my learning of investments and finance from scratch via workshops and seminars, independent reading and informational interviews with contacts. I adapt to different audiences and have written for local, national, arts and culture and affluent audiences, with all work being online-first.

–          Variety of platforms, including digital: I’ve produced pieces (features, news, internal) for print for local newspapers, magazines (B2B and B2C), and internal newsletter copy via an agency. Almost all work has been digital-first, or digital only, and with social media. I’ve found Twitter and LinkedIn (groups) can garner the most engaged, specific audience at publications, in marketing, and when I have attracted traffic and comments at my own blog. I’ve written for blogs, social media, website copy, press releases and breaking news online first, and longer pieces/series split up for online at all publications and roles. We used Facebook as the basis for production team communication at The West Londoner. I also helped develop a new web forum for risk and tech professionals at Chartis Research.

–          Digital marketing: Journalism needs to market itself! I’ve used SEO and Google Adwords to drive traffic for key words and produce/analyse results, measured success with different audiences with Google Analytics and used social media to test different engagement (each site has different advantages for different audiences; I suggest Facebook and Twitter are the best for charities, but I’d love to test that theory). Produced some mass emails and email newsletter copy. I constantly keep up to date with techniques and test the success of some through my blog for practical experience.

          Photography: See my Flickr. My photos have accompanied articles: Help is at PawDaughter running marathon for her mother. Also on my blog.

–          Writing for the web: My arts-focused blog researched after personally blogging for 3 years. I use Quora and social media to learn, add to copy. I improved pensions magazine web writing with ideas for features (split them up), social media (Twitter, from non-existent), and new ideas to improve traffic and advertising revenue. The West Londoner (local) and Beatwolf (music) are entirely web-based publications, I ranked high in SEO and most-read often in all publications I have worked at.

–          Marketing on agency side: Ferrier Pearce freelance – interviews, press releases and employee newsletter copy. I’m also learning affiliate marketing and building trust from customers, for blog.

–          Brand guidelines: Adhere to style guides at varied publications for different industries and audiences.

–          Reviewing and measuring success: Analysed success with Google Analytics, Adwords, SEO and tested appearances and layout in terms of conversion rates for subscribers and/or sales. I’ve researched traffic and times of day for different audiences, mobile, social media and online, and can increase engagement via social media.

–          Create, develop and present creative concepts: I am a creative thinker and writer. I have developed my blog, poetry and performance of poetry, online video, and I’m currently writing a play. A strength of mine is creativity, presenting complex and interesting concepts, and creating engagement. Test me!

–           Here’s a little comment on copywriting from me: