The desk
Three people, a printer, and a prejudice against unexplained averages
Toolkitcraftbase is a small practice in Church End. We prepare media audience engagement and content performance reporting for newspapers, magazines, radio, podcasts, and small broadcasters who already collect figures and need them drawn for conference.
How this started
Harriet Keene spent a decade as an audience editor on a regional daily, then two years inside a magazine group’s Saturday operation. The recurring failure was not a shortage of extracts. It was a slide titled “engagement” that mixed newsletter clicks with print readers and left the civic reporter feeling scolded.
Owen Mallory trained as an information designer for print, not for control rooms. His charts are meant to survive a wet newsroom table and a tired projector. Priya Chandran came from speech radio, where RAJAR quarter-hours and on-demand logs are cousins that should not be forced into one bar.
Church End, on the AL3 side of St Albans, is close enough to London newsrooms for a same-day briefing and quiet enough to lay a pack without a fire alarm interrupting the proof.
Who you will deal with
Harriet Keene
Reads the files, writes the brief, chairs the walkthrough. Former audience editor. Holds the prejudice about unexplained averages.
Owen Mallory
Draws the charts and lays the printed pack. Trained for ink and A4, not for live walls.
Priya Chandran
Joins commissions that include radio, podcasts, or mixed audio. Keeps BARB, RAJAR, and CMS counts on separate pages.
How we work with a title
One named editorial contact. Files with a timezone in the filename. A list of the quarter’s spine — the commissions you already know mattered — so we do not treat a weather widget as a feature. We will query numbers that look like double-counted Sundays. We will not rank journalists in a circulated pack unless you commission a confidential addendum.
We are not a software firm, an agency that posts on your channels, or a substitute for a licensed research contract with BARB, RAJAR, PAMCo, or ABC. Those currencies enter the pack only when you already have the right to use them.