Media Relations: 2 Minutes with... Stephen McDowell, Editor, Total Gambler

You've just launched monthly betting mag Total Gambler - tell us about it.

Total Gambler, as it sounds, is designed to appeal to anyone who is inclined towards a flutter on sports, horses or casino games.

Where can the punters get their hands on the magazine?

As well as being distributed free with Maxim, we will also be included on a rotational basis with Bizarre, Viz, Men's Fitness, Test Drive, Computer Shopper and other Dennis titles.

Define your target audience

It's mostly for the novice - people who might want to explore poker online, say, but who have been a bit nervous of it - but we run tips on forthcoming sporting events such as classic race meetings, so there should be something there for everyone. Being distributed with Maxim means we should pick up some of the regular gamblers that fit the Maxim mould: male, 18 to 40 years old, making more than £40k a year.

What stands the best chance of getting coverage?

If you can bet on it, it has a good chance. If it's quirky or funny that's even better, and since we are officially the largest men's magazine ever launched with an initial print run of 650,000, the odd eye-catching feminine shape might make the running order.

What can PROs do to make life easier for you?

Lunch me expensively and then invite me along to blue-riband sports events with my personal bookmaker to hand.

Who are your competitors and what makes you better?

Gambling is exploding right now, so most of our competitors will not yet have launched. Future has a rival on the market, but we're confident of seeing it off pretty quickly. I've heard plans are advanced to launch a daily alternative to the Racing Post called The Sportsman, but it's not a rival, so that will be a separate battleground.

Circulation: 650,000 (initial print run) Deadline: Variable Frequency: Monthly Contact: stephen_mcdowell@dennis.co.uk

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