Media Relations: 2 Minutes with... Georgina Wilson-Powell, Editor,Blowback

You are a seven-month-old magazine that has secured a UK-wide distribution deal, despite only recently introducing a £3 cover price, with book and music chain Borders. Tell us more.

Blowback is a monthly, counter-culture lifestyle publication. We cover cutting-edge music, urban art, design and film.

Who is your target audience?

Primarily 16 to 24-year-old males, but we also appeal to anyone under 35 who's involved in the creative industries. Our readers are early adopters of fashion, music trends and technology. They go to the cinema, download music, and are probably involved in creating music, films or art in some way - if not at work then in their bedrooms.

So what's your editorial stance?

Established artists get enough coverage in mainstream press, so we concentrate on up-and-coming acts. Our readers are fairly cynical towards blatant hype, so we have a 'no obvious advertorials' policy.

Does that leave any room for big-brand PR opportunities?

Absolutely. We offer brands involvement in parties and events that we are organising, giving them an introduction to the traditionally tough 16 to 24-year-old male market. Heineken is using us exclusively in the UK to promote its 'greenspace' project in Valencia. We also have Audi TT, (shoe retailer) Schuh, (clothing brands) Carharrt, Energie, Miss Sixty and Vans, as well as Absolut, all enquiring about teaming up with us for events.

Magazines like yours spring up all the time - why have you succeeded so far?

None of the others have our coverage or editorial independence, and our emphasis on design also sets us apart from the 'throwaway media'.

We try and create a coffee-table magazine that readers will want to keep and collect.

Circulation: 50,000 Deadline: Last week of the month Frequency: Monthly Contact:

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