2 minutes with: Lucy Searle, editor, 4homes

4homes is the first of Channel 4’s ‘4brand’ magazines, launching next week. How much of its content is from Channel 4 programmes?

C4 has three dedicated pages in each issue, but the rest is inspired by the C4 attitude, rather than the programmes. We wanted a contemporary, cheeky feel, to attract C4 viewers – people aged from 25-55, probably ABC1 women, with a sense of humour.

Why is it launching now?
We felt there was a gap in the market for an upmarket, contemporary homes magazine – there are only a couple out there, and the sector is really on the up. Contemporary doesn't necessarily mean stark design  but it has to be amazing and inspiring, not middle-England.

What makes it in?
We feature photoshoots of five homes every month, at least one of which is abroad. And there are buyers' guides for different items such as sofas and fridges. We use C4 talent as experts for different pages – so there's Kevin McCloud's monthly 'Perfect House' column, and we have recipes with Gordon Ramsay and garden coverage fronted by city gardener Matt James.  We also have travel pages, decorating inspiration and a booze page with information on all kinds of drinks.

How should PROs get in touch?
Emails are better, as we are all in and out of the office a lot. It's mad all the time, so it doesn't really matter when. The best thing is to email Julie Bowyer (address below), who will forward emails on to the relevant person. Good pictures are very important.

How often do PROs offer houses as shoot location?
It happens sometimes – perhaps if clients are kitchen suppliers or interior designers, and have just finished working on a fantastic home. We might use celebrity homes, but not for the sake of it – the house has to be really inspiring.

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