2 minutes with: Michelle Garnett Editor, Sneak

Why have you redesigned Sneak? We’ve listened to our readers and, although they loved the magazine as it was, they wanted to hear more about boys and themselves. Teenage girls rate themselves very highly in importance.

Who reads Sneak?

Mostly 14 and 15-year-old girls. They’re at a stage where they’re feeling like mini-adults but also want to be children sometimes. It is a hectic time and they’re looking to be guided about what they should listen to and watch, celebrities and boys. They see boys as an alien species andwant to get into their minds – it’s their focus.

What part do PROs at health and education bodies play?

We welcome proactive approaches from them. We always refer to them and ask them for advice. Sneak is about reassuring readers and giving responsible information. If we touch on a subject like sex, we reiterate the emotional side of a sexual relationship and tell them that there’s more in life as well.

How do you approach celebrity?

Sneak takes a new spin on the celebrity angle in that if Justin Timberlake dumps Cameron Diaz out of the blue, we want to use the story to explain why that might happen in our readers’ lives.

What brands are hot right now?

A lot of American brands, but one minute a brand can be hot and the next it is nowhere. Style and beauty products are always popular because girls are always experimenting with their looks.

Which PROs are useful?

Sneak has very good connections with music, TV, film and style and beauty PROs, but real-life stories are massively popular so we want to hear from any PROs who can put us in touch with real kids who have a story to tell.

What else can PROs offer?

Werun the odd competition – mobile phones and beauty products are very popular – and we try to do promos with free products or money-off coupons.

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