2 minutes with: Jason Orme Editor, Move or Improve

Move or Improve launched this week. Does the world need another property magazine?

Definitely. Ours is for homeowners embarking on big projects to add space or value. Often they'll be living somewhere too small for their needs; perhaps because they've had children. We expect them to be in their 30s with cash to spend.

So it's not for people who want to move? Why the name?
It also caters for people who want to move, and helps answer the question 'should we move, or should we improve?'.

What can we expect?
A mix of news – such as products and legislation– and features. There are case studies about people who have already improved their homes and a Weekend Project section, with step-by-step information. In the first issue we're featuring hardwood flooring. And although it's practical, it's design conscious, in glossy magazine style.

So readers will buy an issue or two, finish their project, and then move on?
No. Our research has shown that the home improvement cycle takes two years – thinking, planning, designing and then doing it. We expect readers to stay with us for at least that long.

How can PROs help?
The most popular projects are kitchen redevelopments, followed by bathrooms, so we need information on new ranges. Providing case studies and legislation or renovation news is also helpful. Hard furnishings in giveaways and competitions are always welcome.

When should they contact you?
Now is a good time, as we're planning the January 2006 issue. I prefer to receive information by email as I don't open my own post, so there are barriers before it gets to me. Most importantly, we need excellent photos – if it's difficult to get hold of good visuals we might give up.

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