What is your competitive set?
We compete with Cosmo, Glamour, Company and Marie Claire at the moment, but we’re different because we’re a magazine with a sense of humour that’s down to earth and real.
Who reads New Woman?
Twenty-five to 35-year-old women who are spirited and up for a laugh. They dream of bigger, better things but realise they’re never going to look like Gisele – they’ll be happy if they just lose half a stone.
Which celebrities epitomise what New Woman is about?
Cat Deeley and Jennifer Aniston are very New Woman. Although they make truckloads of money, they’re essentially girls next door who look approachable and unthreatening; they are not divas.
Are there too many women’s mags?
Everyone’s trying to be the same at the moment, which is why it’s particularly hard to build your own identity. The only way you can establish yourself as unique is to innovate, not imitate.
What are the golden rules for PROs in the women’s mag market?
Don’t employ the scattergun approach. Know the magazine you’re speaking to, understand its target market and choose one key person on the team to approach for each pitch (for example, if you want to publicise an author in New Woman, make sure the author is 25 to 35, female and has an interesting story to tell).