The Editor's Desk - Mark Hooper, Electric! (Virgin Media)

- Describe the magazine.

It is sent to most Virgin media customers, but we are more than a predictable TV listings magazine. We demonstrate the brand values of Virgin: young at heart, different to competitors and fun.

- What can we expect from your recent website launch?

It reflects the editorial content. It is designed to be fun and come alive with every touch, so there are games, links and movie and TV trailers.

- What makes a great Electric! feature?

We like to get under the skin of a feature, taking a more Sunday-supplement approach. For example, for the retirement of David Attenborough, we examined other natural history presenters who might be looking to take his crown.

- Of which feature are you most proud?

An idea that examined the celeb industry and how people don't realise how fixed it all is. Celebs don't accidentally get snapped by paparazzi; it is all carefully planned.

- What is your PR pet peeve?

As we cover everything - TV shows, films, entertainment, the internet - we are happy to welcome ideas. We don't mind cold calling.

- How can PROs make your life easier?

We need to be kept up to date. We need PROs to understand the editorial tone. They might not pitch something because they think we only do high-brow features, but we love daytime TV such as Jeremy Kyle as much as everyone else.

- What are your media must-haves?

I am a big fan of US magazines - I like their design. Particularly Entertainment Weekly: it doesn't try to be too clever, just celebratory in its features.

Lead times: Two months
Circulation: Too early for an ABC audit
Frequency: Quarterly
Contact: mark.hooper@redwoodgroup.net

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