New emphasis for T3 mag

Consumer tech magazine T3 is to put new emphasis on practical applications for products under its new editor, James Beechinor-Collins.

Although the Future Publishing title's strapline, 'tomorrow's technology today', will remain, Beechinor-Collins said: 'We are going to make it a bit more accessible for readers, giving the realistic side more prominence.

'There has been a shift in the market from the theoretical to the practical.

A lot of technology that has been talked about for the last five years is actually available. Showing people what to do is really important to us.'

PROs representing a broad mix of hi-tech gadgetry, from PDAs to home entertainment and 3G phones to MP3 players, will be welcome to pitch products.

Beechinor-Collins said: 'We have got quite an open book, and the great thing from the PROs' point of view is that we have 15 editions around the world.

When something appears in T3 UK, nine times out of ten it will appear in the others.'

From the May issue, group testing features are to be increased, with a new ratings system. The system will now give marks for performance and value to each product.

He said: 'It helps readers make a more informed choice. Some people might be inclined to forsake performance for a cheaper product or vice versa.'

He continued: 'We are also going to be a bit more opinionated on features, taking a stance on particular issues.'

Beechinor-Collins replaces Mark Higham, who quit to go travelling. T3 relaunched 15 months ago under Higham, focusing on aspirational products and moving offices from Bath to London (PRWeek, 14 December 2001).

Beechinor-Collins has recently worked on freelance design projects for IPC Media and Future. In 1999 he became content manager for rivals.net, before which he had been deputy editor on two mountain biking titles.

The first of these was IPC's Mountain Bike Rider, which he joined in 1997, moving to Cabal Communications' Maximum Mountain Bike a year later.

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