MEDIA: EU monthly mag E!Sharp targets PR world

PROs, public affairs practitioners and their clients are key

targets for E!Sharp, a new monthly magazine that seeks to explain the

workings of the European Union.

The Brussels-based title, which launches in two weeks, has named Jacki

Davis as editor-in-chief. She said: 'The key things for public affairs

people are an explanation of how the place works, who the key players

are and how they operate.'

The title would seek to 'humanise and demystify the EU', Davis said.

'People want (information) in an accessible form. The magazine is not

targeted at Brussels but at people outside who aren't experts or


One audience is businesspeople who come into contact with EU

legislation, and its potential impact on their companies, because of

upcoming mergers or other transactions, Davis said.

The title's publisher is Paul Adamson, who 20 years ago set up his own

agency in Brussels, which he sold to BSMG Worldwide in 1998. 'The

magazine tries to make the EU more interesting, looking at the people

and how the place works,' he said.

It will deal with the decision-making processes of EU commissioners,

including who influences them. Davis said: 'If you have a campaign that

you want to bring to the attention of Brussels, how do you do it?'

Analyses of lobbying issues, for example, would provide helpful pointers

on institutions' attitudes to differing approaches. Policy-makers,

members of think-tanks and academics would also be targeted, she


Davis worked for eight years at the Daily Mail in London and


She then launched The Economist Group's European Voice newspaper, which

she edited for six years until leaving to set up E!Sharp.

The monthly title will cost six euros, which is about £3.70. The

initial subscription-only print run is 20,000.

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