London X seeking a lasting relationship

London X, 'the only free newspaper in the UK dedicated to the adult entertainment scene in London', has decided to bring in its first PR agency.

Those behind the two-issue-old fortnightly describe themselves as 'an independent private collective, comprising some of London's naughtiest party animals', and have already sounded out 'two or three' firms.

Antony Nutley, one of three editors, says: 'The feedback from them was that it wasn't worth doing anything this side of Christmas. We're working out our budgets at the moment.'

Fees quoted so far range from £1,000 per month for use of 'one person with good contacts', to £20,000 for a three-month campaign.

But is this a title with staying power, Diary asks? 'We all have the firm belief it's going to boom. The adult entertainment industry is becoming more and more open,' Nutley responds.

He is keen to hear from agencies that wouldn't be shy about promoting a title stuffed with reviews of swingers' clubs and fetish trends - and ads for 'hardcore xxx' services. Agency new-business chiefs, don't say we're never of service.

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