Your distribution is global. How is it broken down?
Sixty per cent of sales are expected to come from the UK, 20 per cent from North America, ten per cent from Africa, seven per cent from Europe and three per cent from the Caribbean.
Is the magazine organised into sections for those areas?
No. The issues are relevant to black consumers regardless of where they live. There’s no reason why we can’t showcase black achievement across different regions.
Will you be shunning celebrities?
We will focus on celebrities but we’re trying to move away from the stereotypical images of black people. We’re looking to showcase the diverse range of skills in the black community.
Describe your average reader
They would be between 25 and 28, university-educated and in full-time employment. They’re fun-loving trendsetters who care about society.
Who is your competition?
Ebony and Essence [two US black lifestyle magazines] are probably closest. All the magazines targeting black people have narrowly defined niches, be it black women’s beauty, hair or music.
What’s the best way for PROs to approach you?
By phone. We want to know about everything. A couple of months ago I discovered cosmetics brand Prescriptives did custom blending of foundation, but never promoted it through any of the magazines I’d been reading. Black women would love to hear about that. Not every black woman has the skin tone of Beyoncé.