About John Pospisil

Overview

I am a strategy and communications consultant based in Sydney, Australia, trading through Cogent Insights Pty Ltd.

Key achievements

  • Conceiving the idea for and launching Computer CHOICE for the Australian Consumers’ Association in 1996. The magazine continues to be Australia’s leading independent computer magazine
  • Author of the best selling book How to buy a computer, published in 1996, 1997, 1998 and 2000 by CHOICE Books
  • Co-founding FREE ACCESS magazine (1998 to 2006), which was a free computer magazine distributed through Harvey Norman, Dick Smith Electronics, and Myer stores
  • Co-founding Total Image magazine (2001), which is free photographic magazine distributed through Camera House stores and independent photo retailers 
  • Developing the “D-Lifestyle” (2005) custom magazine concept for D-Link
  • Writing one of the first books about MySpace, Hacking MySpace in 2006
  • Launching www.blorge.com (2006), which is now one of the most popular Australian-based technology sites with more than 500,000 readers every month
  • Developing and implementing the marketing/communications strategy for the innovative Woonona-Bulli Home Energy Challenge residential energy-efficiency program (2007)

Advisory positions: 

  • Member of the NSW Fair Trading Advisory Council, advising the Minister for Fair Trading, Linda Burnie, in the area of consumer protection, appointed November 2006
  • Judge for the Bell magazine industry awards, 2005, 2006, and 2007
  • Judge for the ITJourno awards 2007 and 2008.

Business affiliations:

  • Spitfire Communications Pty Ltd - providing consulting services to key accounts including Topcon, Sandvik, Bridgestone Earthmover Tyres and Reed Exhibition Services
  • Total Image Publishing Pty Ltd - director and co-publisher of Total Image magazine

Books

  • Hacking MySpace, published in the USA in August 2006 by John Wiley and Sons
  • How to start a business in the real world, published in 2002 by CHOICE Books
  • How to buy a computer, published in 1996, 1997, 1998 and 2000 by CHOICE Books

Education

  • Master of Business Administration from the University of Technology Sydney (2005), MBA refresher (2006)
  • Communications Degree (majoring in Journalism) from the University of Canberra (1994)

I can be contacted on john@cogentinsights.com

Biography

Studied journalism at the University of Canberra. Graduated in 1993. Worked as a trainee journalist with the Earthmover and Civil Contractor magazine (Newtown, Sydney) for a year from September 1993.

In March 94, I launched a small Wollongong-based computer magazine, Silicon City, with Paul Haken and Shane Hambling.
 
The magazine was distributed for free through computer retailers and markets, and was published for about two years.
 
In October 1994 I started working for the Australian Consumers’ Association (ACA) as a journalist at CHOICE magazine. Within a few months I approached CEO Louise Sylvan with an idea for a new computer magazine based on my Silicon City experiences.

Assisted by senior management, I put together a proposal for the ACA Council and got the go ahead for the project in mid 1996.

Also in 1996, my book “How to buy a computer” was published by CHOICE Books. Four editions of this book were published (the most recent in 2000) and over 40,000 copies were sold, making it one of CHOICE Books’ most successful titles ever.
 
I was made the founding editor of Computer CHOICE. The first issue came out that Spring - the magazine continues to be a successful publication (find out about it here). As much as I enjoyed launching a successful magazine for ACA, I had always wanted to run my own business.

A colleague of mine at CHOICE, Tom Crawley, also had the same aspirations, and in 1997, we started talking about a number of different business ideas.
 
In December we put in our resignations, and started work on our own magazine FREE ACCESS, a free, friendly computer magazine distributed through major retailers, including Harvey Norman, Dick Smith Electronics and Myers. The first issue of FREE ACCESS hit the streets in July 1998, and straight away was very popular with readers and advertisers.

In 1998 my second book “How to get more from your computer” was published.

By 2000 the success of the magazine had caught the eye of entrepreneur Sean Howard (founder of Australian Personal Computer and OzEmail), who, through his company Waivcom, made a very generous offer to acquire the magazine. As Sean said at the time:

“The FREE ACCESS concept is different in that it reviews products and uses language lay people can understand. FREE ACCESS offers a comprehensible path through the clutter.”
  
Unfortunately the April 2000 share market crash meant that Waivcom was unable to complete the purchase. However FREE ACCESS continues to enjoy strong support. As John Slack-Smith, Director, Harvey Norman Holdings Limited says:

“The FREE ACCESS magazine is an important educational and communications tool, not only for Harvey Norman but the market place in general. In this dynamic industry, it is important to have concise, clear information for your customers. FREE ACCESS delivers this consistently.”

In November 2001 we teamed up with Melbourne photographer Shelton Muller to launch Total Image, a free photography magazine distributed through camera stores. Total Image is now Australia’s highest circulating photography magazine.

My third book “How to start a small business in the real world” was published in 2002. The book was very well received, and I was interviewed on radio, as well as the Australian Financial Review.

After working together for just on five years, Tom Crawley left the business in December in order to move back to the UK and spend more time with his family. We keep in touch regularly.
  
In 2003, the business was restructured and well-known technology evangelist Alex Zarahov-Reutt was hired to produce FREE ACCESS, while Glenys Patten was promoted to National Advertising Manager, and Shelton Muller became publisher of our photographic division. Inspirations, a low-end photography magazine produced for Soul Pattinson Chemist, was launched in February. This restructure enabled me to commence a full-time MBA at the University of Technology Sydney, specialising in Consulting and Change.

At the end of 2003 I married Rocio Arriaga-Chavez - my beautiful  wife. We had a daughter, Grace, in October 2005.

August 2004 saw the release of Digital Focus Magazine, produced for Adeal Pty Ltd, while 2005 saw the release of D-Lifestyle magazine, produced for D-Link.

From August 2005 to June 2006, I was engaged by Integral Energy to work in the areas of strategic development and demand management.

Today I divide my time between my consulting practice and my publishing ventures, which include my latest project www.blorge.com.

Click on the links below for more information about the services I offer: