Ellen reveals ideas for Development Hell's Word

LONDON - The magazine editors behind Word, the first offering from Emap breakaway Development Hell, this week outlined the editorial vision behind their new publication.

Mark Ellen has been named editor of the A4 glossy music and entertainment monthly, which hits newsstands on February 6, priced £3.50. The first issue will feature Nick Cave on the cover, and interviews with John Peel, Eminem and Felix Dennis, the larger-than-life publisher of Maxim.

Ellen told PR Week that Word would offer music, film and book press officers a chance to promote clients and products. "We are after a little more access, perspective and colour," he said.

Word is aimed at men aged 30 to 55. Editorially, the pieces are going to be longer and one article in the March issue will be nearly 7,000 words. The title will have a print run of 90,000 and Development Hell hopes to sell between 35,000 and 40,000 copies. It will go on sale in Europe, Australia, Japan, Singapore and South Africa.

Ellen, who was editor of Select, Smash Hits, Arena and Q, will oversee features, including celebrity interviews, and "think" pieces. Andrew Harrison, former editor of Q, Mixmag and Select, will edit the front section of the magazine, which will have a news feel with short pieces.

Paul Du Noyer, ex-editor of Mojo and Q, is editor of the back section.

Featured films will be almost entirely on DVD, while most books reviewed will be available in paperback. Album reviews will be "very selective and not necessarily completely current", Ellen said.

Ellen left Emap to join Development Hell last year, joining former Emap colleague David Hepworth, whose career credits include launching Heat, Q, Mojo and Empire.

Hepworth, former editorial director at Emap, is among the speakers at PRWeek's PR and the Media conference on March 20.

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