Media: Web barons Outre digital magazine

What is it? Digital men's magazine
Mailing list: 50,000
Staff: Five
Contact: tom@outremagazine.com

- Who are the web barons?

Tom Bailey is the editor of the new upmarket digital magazine for men. Helen Chislett, who writes for the FT's How To Spend It, is luxury editor. Bill Borrows, who writes for Esquire, is editor-at-large. Deputy editor Nigel Brown and commercial director Christian Sellars make up the team.

- Get the tone right

'If we see a new Rolex, a Gucci loafer or a nice jacket, we can shoot it in 360-degrees so the reader can see every angle,' explains Bailey. 'If we interview a celebrity, we do it on video. The celeb can walk on to the page and the reader can select questions.'

- Approachability

With Arena gone, Outre felt there was an opportunity to do something new. Bailey says: 'The only thing I can't stand is cheap products that get covered in Swarovski crystal. The crystals don't change anything.'

PR friendly score: 8/10

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