2 minutes with: Avril O'Connor Editor, Elixir

Women's magazine Elixir hits the shelves next February and Avril O'Connor tells PRWeek what the title has in store for its readers.

What's the content?
We are always hearing that 60 is the ‘new 40', with every women's magazine and newspaper writing about anti-ageing. Elixir will be totally focused on the topic, covering everything from plastic surgery to health, hair treatments to cosmetic dentistry, and exercise to spa holidays.

Why launch now?
The anti-ageing industry is worth more than £50bn a year in the UK, and that figure is growing. Our website, elixirnews.com, has been going for two years now, and attracts more than 20,000 unique users a month.

Who will be reading?
We are targeting high-net-worth men and women - although most of our readers will probably be female. They will not just be baby-boomers, but over-30s who want to live an anti-ageing lifestyle. As well as being on sale in newsagents, we will be distributing free copies to four and five-star hotels, spas, gyms and airport lounges. 

What else will you be writing about?
People do not want to wear glasses that make them look older, for example, so we will cover the latest fashions and accessories. We will also run celebrity interviews with people who epitomise the lifestyle we are writing about, starting with Jane Fonda. We would like to hear about trends, products, surveys, life coaching, health advice, clubbing, alternative medicine, adventure holidays, nano-technology skin products, keep-fit crazes, gadgets, etc.

Do you welcome contact from PROs?
I love to hear from PROs with good ideas. For example, a PR executive in the champagne industry recently suggested a feature on anti-ageing foods that go with champagne - which we will be running. We are looking for different angles on anti-ageing that we can cover in an intelligent and informative way. Good photography also helps.

Initial print run 20,000
Lead-in Six weeks
Frequency Monthly
E editor@elixirnews.com

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