2 minutes with: Nicola Jeal, editor, Observer Woman

Why launch Observer Woman? We wanted to launch a fourth monthly magazine, as the other monthly titles – on music, food and sport – had been very successful.

We wanted it to have a female slant, but not alienate men. It's certainly not a female ghetto – it's not on glossy paper, and the design is sharp rather than girlie. We want men to read it, and there are lots of male writers.

How else does it differ from other newspaper supplements?
Most supplements are weekly, but as a monthly we can cover things in quite a lot of depth. It caters for a wide range of ages – from 20 to 60 – and it's not just for people who are interested in fashion.

Where can PROs be most useful?
We have a ten-page shopping section at the back, with fashion and gadgets for men and women. There is also a beauty testing section, with honest reviews of products. And we are interested in films – we covered Brokeback Mountain and Memoirs of a Geisha in the first issue, so keep us informed of early screenings. There are lots of celebrity slots to be filled, although we are looking for something a bit different. For example, we would rather have a man in the How I Get Dressed slot on celebrities' wardrobes, not just the usual people who appear in fashion magazines.

When should PROs contact you?
As Observer Woman is produced by the same team that produces Observer Food Monthly, we have two production weeks per month. Contacting us at the beginning of the week, by email, is best.

What would your ideal press release contain?
We want quirky things that will surprise people. For our first issue we did a photoshoot with male designers wearing clothes from their own womenswear collections. An idea like that would be perfect.

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