Prolific North has teamed up with media veteran Karl Holbrook as part of a major audience development project that has already delivered more than 250% year-on-year increase in traffic to the site.
Karl brings more than 15 years of experience across digital and print journalism, having held high-profile roles including Executive Editor of the Daily Express and Regional Group Editor for The Northern Echo, Bolton News, and Lancashire Telegraph. Most recently, he was the Launch Editor of Express US in New York, part of Reach plc’s multi-million-pound expansion into the American news media market.
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A proud Northerner who began his journalism career in his hometown of Chorley, Karl has long been a champion of the region. During the initial three-month consultancy, Karl will take the reins as Consulting Editor focused on audience development. He will work closely with Prolific North’s team in the heart of Manchester to strengthen its position as a leading voice in the North’s creative and digital sectors. In the first two weeks, traffic to Prolific North has soared more than 250% year on year and users are up 226%, with major improvements made in Google Search and recirculation traffic.
It marks the first major project for Karl’s newly launched PR and media consultancy, North Squared Media, which he established this month after leaving Reach plc at the end of 2024.
Karl said: “Prolific North has always set the standard for championing the incredible creativity and innovation of this region. As a proud Northerner, I’m thrilled to be joining forces with such a respected brand and contributing to its continued success.
“I’ve been working with the team for a couple of weeks now and we’ve already seen some incredible audience growth – page views are up more than 250% year on year and users are up by 226%. By focusing on audience development, something I have vast experience with, I’m confident we can take this already exceptional platform to new heights. This project feels like the start of an exciting and meaningful partnership.”
In the first two weeks the site has seen a significant boost to its online audience, with traffic and users up more than 200% month on month and year on year. Notably key audience drivers, including Google search and recirculation traffic, are up by double and triple digits.
Alexandra Balazs, Managing Director of Prolific North, said: “I’m absolutely thrilled to be working with Karl. From the moment we first connected, the ideas were flowing and we were already brainstorming exciting new ways to deliver even more valuable content to our readers. His experience and track record speak for themselves, and I’m secretly delighted he’s chosen to bring his incredible skills from the world of national publications to Prolific North.
“The early results have been nothing short of extraordinary and Karl’s drive and creative thinking have injected a welcome new dynamic into our team. I’m genuinely excited to learn from him, and even more excited to see what we can achieve together as we take Prolific North to the next level.”
The announcement comes at a moment of significant growth for Prolific North, which recently announced Ben Waterhouse had joined its senior leadership team after the business grew 30% over the course of 2024. Waterhouse has joined the business as Commercial Director after a 25-year career in sales, most relevantly at The Business Desk and Insider.
Within two weeks of its launch, North Squared Media has also announced a partnership with Blackburn with Darwen Council to spotlight Blackburn’s growing food scene.
Karl said: “The response to North Squared Media has been nothing short of incredible. I wasn’t sure what to expect, but to already be working with brilliant Northern voices like Prolific North, Blackburn with Darwen Council, and Discover Blackburn is beyond exciting.
“My career has taken me around the world, but being able to bring that experience back to a region I care so deeply about is a real privilege. Understanding what makes audiences tick and building strategies that connect with them has been my focus for years, and I’m excited to bring that expertise to these projects.”
The recent appointments reflect Prolific North’s commitment to innovation and growth as it continues to serve as the go-to platform for the North’s creative, marketing, and digital sectors.
Karl can be contacted at [email protected] or via LinkedIn. For more about North Squared Media visit here.
