2 minutes with: Klara Smolova, editor, Fusion

Fusion launches at the end of February for eastern Europeans living in London. Why?

Eight central and eastern European countries entered the European Union last year. There are around 500,000 people from Poland, the Czech Republic, Lithuania, Slovakia, Latvia, Estonia, Hungary and Slovenia living in London, but until now there has been no publication in a common language – English – suiting all of their needs.

Tell us about the content
There will be practical information about things such as opening a bank account and getting a National Insurance number. And there will be interviews with high-profile people, as well as with people from central and eastern Europe who have succeeded in the UK. It will be available free from Tube stations every Tuesday.

Will you carry news?
Yes, both from the UK and from the home countries. We will also have sports coverage, what to do in London, and travel information for the rest of the UK and beyond.

How could PROs be useful?
Information on festivals, exhibitions, films and music is appreciated. We need information for independent travellers, from cheap airlines and hostels to hotel packages.

Could they help source celebrities for interviews?
Yes, but they need to remember our central and eastern European focus – we would be interested in football players from the region who play for UK clubs, for example.

How far ahead do you work?
We plan around two weeks ahead. Most of the editorial is finished by the Friday before we come out, with news on a Monday. Tuesday is a perfect time to call, although email is better.

How can emails stand out?
Remember our readers are dynamic 18 to 34-year-old professionals, and always make obvious the link to central and eastern Europeans.

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