Adam joined NB Communication in May 2021 after eight-and-a-half years editing The Shetland Times newspaper. He is now Head of Content Management working on the Promote Shetland contract and with NB’s other clients. Adam spent nine years working at the Barnsley Chronicle in his life-before-Shetland, working his way up from junior reporter to assistant editor. Originally from South Yorkshire, he still has family and friends in the area and “enjoys” watching the occasional Sheffield Wednesday match.
Tell us a surprising fact about yourself…
I’m a first dan black belt in Shotokan karate. It was one of the sports I did as a youngster and took up again in my early-20s. Unfortunately, I’m out of practice but harbour the dream of taking up karate again. It is fantastic exercise that is good for the body and mind.
What are your top three life highlights…
Number one must be family. This is a bit of a cheat as it includes three events but getting married in Siena, Italy, was an incredible experience. After that our two sons arrived, a feeling that takes some topping.
In 2000/2001, along with my future wife I spent 15-months travelling in southeast Asia, Australia and New Zealand. It was amazing from start to finish and later inspired my parents to do something similar when they retired.
Moving to Shetland. Back in 2012 we decided to take the plunge as a family so I could take up the editorship at The Shetland Times. We’d never been to the isles and people told us how brave a move it was. It just felt like an opportunity for us and, thankfully, it worked out well.
Have you ever been told you look like a celebrity?
Once or twice. The most flattering comparison was David Schwimmer (I can’t see it myself). More realistic is the broadcaster Colin Murray.
What did you want to be when you were a child?
I grew up in the countryside between Sheffield and Barnsley and was obsessed with farming. I used to love herding the cows! As a teenager I fancied the idea of being a forensic scientist or a wildlife cameraman. Neither materialised and I later decided that journalism was the way to go.
What are your most overused words or phrases?
I really don’t know. You’ll have to ask the people I live and work with – I hope I don’t have any annoying go-to phrases that mean nothing.
What is the favourite aspect of your job?
I’m new to the company and really excited about the chance to use my communication skills in a different way and work with a broad range of clients. Journalism was a great career, but I hope this new challenge will push me in a fresh direction. Getting involved with Promote Shetland is a great opportunity.
What is the most important personal attribute that you bring to your job?
I’m creative and like to take the initiative and develop new ideas. That is one of the things that made me think about switching career. I am also adaptable and want to continue developing new skills.
What tech innovation has made the most impact on your life?
FaceTime is fantastic. Living a long way from family it is a great way of staying in touch with loved ones.
What would you name your boat if you had one, and why?
I love the idea of getting on the water, but several well-informed Shetlanders have joked that the best bits of boat ownership are the day you buy a vessel – and the day you sell it. If I had to name a boat I’d go for something like The Blue Owl, a nod to my enduring, if painful, support for Sheffield Wednesday.
How would you convince someone to visit the place you love the most?
I’d try to describe the experience of visiting somewhere – that’s what leads to lasting memories as much as the location itself. I love to get off the beaten track and often the journey somewhere is just as important as the place.
If a friend came to visit Shetland, what would you take them to see?
It’s all about the beaches – where else would you get a pristine stretch of coastline to yourself? The Sands of Breckon in Yell is just about unbeatable.