Media: The Editor's Desk - James Diamond, The Brent Magazine

- Describe the magazine

The Brent Magazine is a free monthly magazine for anybody who lives or works in Brent. It goes to every house in the borough as well as to libraries, council offices and community groups.

- What makes an ideal piece for the magazine?

Anything that relates to Brent. We love to have themes with the magazine, and this year we have produced issues around the 2012 Olympics, an issue with a talent theme, and one with a creativity theme.

- How does the magazine fit in with other local press in the borough?

We give information about services provided by the council and organisations such as the police, the NHS and community groups. We tell good stories about important things, such as festivals run by the council or the work we are doing with young people.

- How do you respond to claims that local authority-funded publications threaten local newspapers?

There are three titles that cover Brent and they are all still here. There is room for us and there is room for them. The local papers have their own areas that they cover, for example court, which we do not cover.

- How impartial is the magazine when it comes to council news?

We would not write anything negative about the council. We have a letters page for readers to express their views about council services, but if it was negative we would have to look at it.

- What is your approach to celebrities?

We like to feature celebrities who live in Brent and have featured Louis Theroux and Tamsin Greig. We are hoping to interview comedian David Mitchell, who lives in Kilburn.

- What opportunities are there for PROs?

We work with PROs a lot, but we do ask that their news is relevant to Brent. The competitions page is a good way for PROs to get involved.

What are your media must-haves?
Local papers in: Brent, BBC News, Today and Peep Show.
Circulation: 100,000
Frequency: Monthly
Contact: james.diamond@brent.gov.uk

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