Hi! I am your Wool Communicator & Project Accelerator.

#031: Jonathan Dyson about the growing desire of consumers to know the story behind a product

Jonathan Dyson Twist Magazine 031 Wool Academy Podcast
Jonathan Dyson, the editor of Twist magazine, shares his views as a journalist on the wool industry. He explains how there is a growing desire for information of which most of that is driven by the consumer. Consumers want to know more about the story behind the product. This has the effect that brands and retailers need to provide the consumer with more information and are therefore looking towards the supply chain to find it. Jonathan also talks about how all natural fibres are heading towards a situation where they need to focus on high-value products. This means consumers need to be made aware of why these products are more expensive and have more value attached.

About Jonathan Dyson

Jonathan Dyson joined World Textile Information Network (WTiN) – www.wtin.com – as a staff journalist in 2006, and became editor of Wool Record in 2007, before re-launching the magazine as Twist in 2008. In addition, he was the WTiN head of content from 2009-11. Now in his second spell as Twist editor, Jonathan also edits the WTiN online Natural Fibres & Yarns channel, as well as Knitting International. Jonathan has also worked as a freelance journalist, contributing to The Times, The Observer and The Independent on Sunday, as well as a wide range of global business and sports media.

Connect with Jonathan Dyson here

World Textile Information Network (WTiN) website
Follow Jonathan on Twitter

Key Time Stamps

 [0:55] About Jonathan Dyson
[02:33]  The history of Twist Magazine
[05:55] What the typcial reader of Twist Magazine is looking for
[07:04] Information overload leads to a higher demand for a good quality information product
[08:09] About World Textile Information Network
[11:46] Why 2016 was the most successful year of Twist Magazine
[13:58] What is the commonality among natural fibres
[15:30] How is wool different to other natural fibres
[17:26] Strength of the wool industry is the passion of the people working in wool
[18:50] Jonathan’s most exciting trip for wool
[21:50] Why we should not underestimate the power of the image

About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

Leave a Comment