2 minutes with: Matthew Line Editor, She

The new She came out this week. What’s different? It’s not a relaunch – it’s a totally different magazine. I was drafted in a year ago to work on a launch codenamed ‘project Julie’, and in April it was decided that She would go and the new magazine would take its name.

Very cloak and dagger. So why keep the name?
She is a 50-year-old brand with 30,000 subscribers and many more readers – we'd be foolish to get rid of it.

Will loyal readers be broken-hearted?
It's very different, aimed at a younger 35-plus audience with modern lifestyles – it's more real. Some readers will disappear, but more will join us.

Tell us about new features
There are plenty of tips in our Help and The Guide sections, which cover everything from making cushions to teaching dogs tricks. They concern things readers can use, presented in a beautiful and humorous way.

What sets you apart from the other women's glossies?
We are much more design aware. All of our images are shot exclusively, so our photography stands out. We are strong on homes, travel, fashion – everything you'd expect – but we also have a Discovery section. This month it's about symbolism in paintings.

A kind of grown-up Marie Claire then?
A lot of our readers have graduated from Marie Claire, yes. Research shows they are bored of celebrity and want to broaden their horizons.

How can PROs help?
Our writers are usually experienced, with a bank of PR contacts, but we are always keen to know more. Sometimes just sending a list of your clients will prompt us to contact you.

How should they get in touch?
By post. Emails usually get deleted, and phone calls can be irritating. Beautiful visuals and teasers will stand out. Our team is good at getting out to press events.

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