Interview with Esther Jones
Why & when did you decide to set up Barcelona Metropolitan?
I set up Metropolitan 15 years ago, about a year after moving to Barcelona. I had lived in Rome for a couple of years, and there were two magazines in English there. It seemed like an idea that could work in Barcelona too.
How has it changed since its inauguration?
It has been through a lot of changes, but the main objective has never changed. Our aim is, and has always been, to help foreigners be part of the city and part of a community. We've always worked to achieve that aim by providing information about the city that may not be readily available and by providing ways to connect with other foreigners and with people here. The main change is really that, rather than just being a magazine, we are now a communication platform that uses a number of different channels to reach the reader or visitor. The web, social media channels and our own reader events are now key to our interaction with our readers/visitors. As technology advances, we will be offering new ways to connect to our information.
How much interest do you get from locals including advertisers?
We have a lot of interest from locals. We often have a lot of Catalans at our reader events. They are generally people who speak very good English and have often spent time abroad. So, they really identify with our foreign readers. Those local businesses that speak good English and understand how they can meet our readers' needs are also very interested in being part of the magazine.
Who are your main target readers?
Our main target readers for the printed magazine are foreign, English-speaking residents. The market research that we've carried out shows that our two largest groups are people from Britain and the US. Age-wise, our largest group of readers is aged 25-40, followed by readers aged 41-55. Most of our readers have lived in Barcelona for over two years. Online, currently about 50% of our visitors are from ouside of Spain.
How much involvement do you have with the day to day running of the magazine?
I have a very strong managerial team in place who coordinate the day-to-day operations. My main role as Managing Director is to develop our long-term strategy and to work with the team to ensure that we're reaching our objectives.
How does the Barcelona Metropolitan website differ from the magazine?
They differ in two main ways, both of which have a huge effect on the product. Firstly, unlike the printed edition, there is no limit, in numbers or geographically, to the readers we can achieve. So, we are able to open up our site and its information to potential tourists to Barcelona from all over the world. Secondly, we can put up material any time of the day, any day of the week. With no monthly print deadlines to work to, we can offer very dynamic contents online. Among other things we have a twice-weekly food and drink blog, a daily news blog and a constantly updated events listing.
How much as the Magazine been affected by ‘La Crisis´?
Like all media, we suffered a large drop in advertising revenue. Although it has been challenging, it has also been very satisfying as we have had to take a long, hard look at absolutely everything we do. The result is a much more streamlined operation with a very clear strategy for the future.
You also founded Barcelona birth, what prompted you to do this?
I founded Barcelona Birth after the birth of my first son, Dylan. I had to search so hard for information and gathered so much useful advice along the way that it just seemed a real shame not to share it with other women about to go through the same process.
What was your own Birth experience in Barcelona ?
I had both my sons at home with the midwives from the Titania-Tascó association. My experience with them was wonderful. They are dedicated, warm, professional midwives.
Overall, would you say that women from the international community living in Barcelona have had positive birth experiences?
I know many women here who have had very positive birth experiences, from homebirths to highly medicalised births. Every woman is different and needs and expectations vary widely. I think that when there is a negative experience it is often the result of a lack of communication with the caregiver about what to expect. There is much less choice available here in in childbirth than in some countries and women are often expected to have very little input in the process. This realisation late on in the pregnancy or during labour itself can be extremely frustrating.
What would you say would most mothers like to see change vis-à-vis birth in and motherhood in Catalunya?
A more friendly and supportive approach from the caregiver during pregnancy would be particularly comforting to foreign women who don't have family support here. Prental care often focusses on tests, scans and potential problems and very little on the mother herself. Yet, it has been shown in many studies that the mother's emotional state does affect the fetus and is absolutely key to the birth process. For that same reason I think that many women would like to feel more emotionally supported during labour, particularly if they have chosen not to use medical pain relief.
More communication with the woman before and during labour about her preferences and available choices would also be welcomed. Regarding early motherhood, the foreign community is actually very active in organising get-togethers for new mothers, but I think that local mothers without family nearby can suffer from being quite isolated.
On a personal level, how have you found juggling running your businesses and looking after your two sons?
It takes a lot of organising to keep on top of everything and I never have quite enough time in the day. I work part time in the office and catch up in the evenings with work when necessary. That way I get to spend a lot of time with the boys. I think that life for mothers in business is bound to be quite complicated. There's a lot to juggle and a lot of responsibility involved.
What would you say is the most challenging aspect of working and being a mum in Barcelona?
I think that society here is still set up to rely on grandparents to take on some of the childcare. As a result, there aren't many alternatives to traditional nursery schools as family has always tended to fill in this gap.
Would you say that the system in Barcelona is sympathetic to working mothers?
I'm very fortunate to be able to decide my own hours in the office. In general I would say that the system here is not favourable to working mothers. Hours are often very long and part-time work is not very common yet. I think that the emphasis is on providing childcare to cover long work hours, rather than reducing those hours where possible so there can be more family time.
What changes do you feel are needed within Catalunya which would be more beneficial working mums?
There should be incentives for companies to be more family-friendly: better working hours, on-site creches, flexible hours etc. Also, an official child-minding scheme, where young children can be looked after in a much more intimate, home environment than in large nursery schools.
What do you enjoy most about being a mum in Catalunya?
We really enjoy the very varied amount of activities and landscapes. We're very privileged to have the sea right here and the mountains so close by. And, the weather is an obvious bonus.
What advice would you give to women thinking of having a family or relocating with their family to Barcelona ?
There are a number of play groups and forums run by foreign parents that I would definitely tap into. They are a mine of information and very welcoming to newcomers or new mothers.
(March 2010)
