2 MINUTES WITH: Andrew Impey Managing director, unlikelyscience.com

unlikelyscience.com is an online science magazine that challenges the stuffy image of science...

Tell us about it We tackle science communication with a hefty pinch of satire in order to challenge the boring image that it often gets saddled with. We’ve been described as the Private Eye of science and the site acts as a portal for science-lovers to access information, entertainment, employment, books, and gadgets.

What is the content like? Essentially we poke fun at the world of science and technology to highlight all the weird and wacky stuff out there. A fresh and non-exclusive approach to science writing has been the key to the website’s success. The site has daily news, features, opinion, explanations, discoveries, surveys and monthly podcasts. These all present articles that are often so far-fetched you can’t possibly believe they are true, and sometimes they aren’t.

Who are you targeting? We’re mainly targeting 18-35 year-olds, but the current audience spans three generations. Readers are generally university educated, web savvy, early adopters, with an interest in science and technology. Unusually for a publication such as ours, there is only a slight male bias in user traffic, with readers open to an innovative editorial style and possessing an ever so slightly warped sense of humour.

What are you trying to achieve? Our main aim is to foster creativity, understanding and enthusiasm for science on the internet, and to engage the public with serious issues by approaching them in a light-hearted fashion. We want to prove that science is a whole lot more than just misinformation and controversy over GM crops and stem cells.

Go on then, try us Most toilets flush in E-flat, cats can’t taste sweet things and a passionate kiss uses up 6.4 calories per minute.


Publisher Null Hypothesis
Frequency Rolling
Email andrew.impey@null-hypothesis.co.uk
Telephone 0117 915 1276

 

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