Media Relations: 2 Minutes with... Bea Appleby, Deputy editor, Mysti

Who or what is Mysti?

It started as a series of graphic novels two years ago, about Mysti, a half-fairy, half-human who befriends a teenager (Ella). The BBC launched the first series of the TV show last year, and the new series starts later this year.

So who is the magazine aimed at?

Girls aged eight to 12 interested in fashion, crushes, celebrity gossip, shopping and friendship.

Tell us about the content

It is hosted by Mysti and her friends. Mysti does the editor's letter, and she and Ella answer readers' problems. Mysti's friend Rick hosts the page about life and lads, crushes and things that make girls cringe. It is all very light-hearted and innocent. Readers are getting interested in boys but not going out with them properly. We are not encouraging them to, but tapping into that interest in a non-threatening way. There is also lots of fashion, features on customising things and being creative.

How does it differ from other pre-teen magazines?

It's slightly more grown-up than Girl Talk, which is aimed at seven to 11-year-olds. Mysti talks to the reader like an all-knowing elder sister.

What would get in and what wouldn't?

Anything about fashion or beauty products - as long as they are not too expensive - stationery, DVDs, music, movies and TV programmes, as well as girl-friendly computer games. DVDs with a 15 certificate, books that are too grown-up or designer stuff won't get in.

How should PROs contact you?

By phone or email. But please read the magazine first.

What other magazines do your team work on?

I'm also deputy editor of Girl Talk. Editor Samantha McEvoy is editorial director of Girl Talk,W.i.t.c.h and Disney's Big Time. The editor of W.i.t.c.h and Disney's Big Time is Vincent Vincent.

Circulation: 70,000

Deadline: Mid-month

Frequency: Monthly


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