2 minutes with: Brian Attwood, editor, The Stage

The Stage unveiled the most radical relaunch in its 125-year history last week. So what has changed?

Although The Stage remains very much a newspaper, we have gone further down the magazine route, with less of a focus on sheer quantity of news - that has migrated to The Stage Online - and greater emphasis on analysis and insight, with more colour pictures.

Are you targeting new readers?
We are a trade paper that happens to write about the most glamorous industry there is, and it's often the glamour that attracts people to the industry in the first place. Reality television has caused more people to become interested in the performing arts, so we will have interviewees with general appeal, such as comedian Dara O'Briain.

Is The Stage entering Heat territory?
No. We remain firmly a B2B title, reporting on the profession from the inside. When we interview celebrities, we focus on how they got to where they are and the pitfalls of the industry, and ask them for explicit career advice. And we are increasingly targeting niche audiences, such as backstage technical workers and students.

When do you go to press?
We try to finish by 5 or 6pm on Tuesdays. The paper comes out on Wednesdays in London and Thursdays everywhere else. Mondays and Tuesdays are purely news days, when we're very busy.

How could PROs make your life easier?
We compile our own listings and do thousands of reviews, so we could not run without their help. But it would help if PROs check the flannel panel to identify who they need to speak to. Email is best: try reviews@stage.co.uk, listings@stage.co.uk or newsdesk@stage.co.uk, rather than asking for the editor - I'm not always the best contact. We are interested in building relationships and appreciate being told what's happening - off the record - for our news pages.

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