EF News
As NET, the bold, design-led publishing house behind some of the North East’s most compelling media, marks ten years in business, we sit down with creative and managing director Pete Mallon to reflect on the highs, the lows, and the evolution of one of the region’s most recognisable media brands…
Pete Mallon always knew he wanted his own business. Growing up surrounded by creativity in his father's Gosforth design studio, his ambition wasn't just to design magazines – he wanted to run them.
“My dad was a commercial artist,” he recalls. “As a young boy watching him draw for big brands like Procter & Gamble, I knew that’s what I wanted to do. It was the only thing I was good at, to be honest.”
Pete’s education wasn't straightforward. Sixth form felt wrong and academic subjects weren't his strength. But at Newcastle College, he found his niche – magazine design. His first taste of professional life at Style Magazine for the Sunday Times convinced him he was on the right path.
“It was competitive, but I managed to get in. I think it was about more than my design skills and the fact I wasn’t shy helped,” Pete says. “I just got on with people, something I probably learned from my dad. That placement showed me exactly what I wanted."
Returning to Newcastle Pete landed a role at Accent Magazines, designing for titles like North East Times. But he quickly recognised the potential limitations of traditional publishing due to the growth of online publications and social media. When the digital wave hit property publications, he pivoted, moving into web design and digital marketing. By his early thirties, he'd gathered enough experience across publishing, digital design, and marketing to strike out on his own.
“I realised I was putting all my effort ukinto someone else's business. It was time to do it for myself,” he says. Pete spotted an opportunity in North East Times, a struggling title he had previously worked on. “It hadn't embraced digital or social, and I could see potential.” But just as he prepared to make an offer, the business collapsed. Thankfully, he was already connected with the accountants managing its insolvency. By July 2015, he had acquired North East Times and relaunched it with a tight-knit team. “There was no grand plan initially,” he admits. “Just a desire to do it better.”
Pete credits early investor John Duns, former RBC Brewin Dolphin Business Development director and well-connected sales expert, as instrumental. The partnership proved vital, particularly during the pandemic, their greatest challenge.
“When COVID hit, overnight offices emptied. Our whole distribution model collapsed,” Pete explains. They quickly adapted, rerouting magazines from offices to home addresses. But the uncertainty led to differing views internally. One investor felt it might be time to mothball the business, but Pete and John saw a future. They bought the investor out and steered North East Times through a storm many businesses didn't survive.
“I look back and think ‘how the hell did we get through'?” he laughs, shaking his head. “But we just kept evolving.”
One significant evolution was rebranding. “I inherited the North East Times brand, but it never fully reflected what I wanted for our audience,” Pete explains. After establishing NET as the umbrella company, the publication was streamlined into N Magazine. “North East Times was limiting because of its regional name. Rebranding allowed us to extend our reach nationally and creatively.”
That adaptability paved the way for NET's expansion. In 2024, Pete initially considered collaborating
with digital news platform Bdaily. “John and I spoke to Bdaily’s MD Martin Stanley about collaboration, but nothing came of it initially,” he recalls. Months later, an opportunity arose unexpectedly when Bdaily went static.
A friend’s casual query about Bdaily prompted Pete and John to act quickly. Despite the financial director’s concerns about tight deadlines, Pete boldly stepped forward. The real turning point came with a serendipitous encounter with Roy Stanley, Bdaily’s owner, on a Gosforth park bench. “Roy literally sat down next to me and said, 'Pete, I want to sell you my business right here on this bench,’” he laughs. “It was one of those moments where you think everything really does happen for a reason.”
Integrating Bdaily into NET created a perfect partnership – long-form journalism through N Magazine paired with Bdaily’s (B) quick-turnaround news format. “N never handled daily news, but B excels at it. Now, we have N and B, perfectly aligned yet distinct.”
NET’s evolution hasn’t diluted its core dedication to print journalism. Even with a robust online presence, Pete insists print remains at the heart of what they do. “Our readers pick up a magazine to immerse themselves in great stories, not just ads. Journalism comes first and I honestly believe that’s why we’re still here.”
His passion for print shines through during our conversation. “I have a serious addiction to magazines,” he admits, laughing. “My house is literally overflowing. My idol is Tyler Brûlé, a Canadian journalist behind one of my favourite magazines, Monocle. I think that’s the publication that probably inspired me most – the design, the layout, the paper stock – I knew I wanted to create a beautifully designed publication with international appeal at a regional level.
“I do truly believe there’s been a real resurgence in print magazines, especially since the pandemic – particularly those really niche, quirky titles. People want to switch off, slow down, and hold something physical in their hands. It’s the same when I go on holiday. I’ve never really gotten into Kindles, the first thing I do when
I get to the airport is head to WHSmith to pick out a book – I love that ritual. There’s something about print that evokes the senses – the touch, the smell – it just can’t be replaced. I’m so pleased it’s come full circle, like vinyl has, which I’m also a bit obsessed with because of the artwork. Everything comes back around. I was reading something recently about 90s nostalgia – things like Blockbuster – and how people are craving that experience again.”
NET’s dedication extends beyond print. The company hosts several prestigious events, including the HR&D Awards, Vision investment events, and NET250 rankings. These events are key to celebrating and championing regional success – something Pete, John and their team are extremely passionate about.
Despite its significant presence, NET operates with a surprisingly small, agile team. “People often assume we're bigger,” Pete remarks. “And I definitely take that as a compliment. There's only around twelve of us, but I think our reputation probably makes us seem larger.”
Above all, Pete’s proudest moment lies in his desire for helping people and the role NET plays in championing the North East. “Meeting the people behind the business, hearing what they’ve been through and sharing their story,” he says warmly. “I’m in such a fortunate position to promote and support these incredible local businesses.”
Ten years into NET’s journey, Pete’s enthusiasm remains undimmed. “We’re still evolving, still telling stories. I genuinely wouldn’t have it any other way.”
