2 minutes with: Adam Leyland, editor, Real Business

PRWeek asks Adam Leyland about the relaunch of Rela Business, who the magazine caters for and how PROs can help

Real Business is relaunching in a smaller format in September. Why? 
We've always tried to make business sexy and exciting. Our old size made us look too similar to dull, corporatist business rags. By switching from A4 to National Geographic size, we're waving goodbye to middle-management magazines and visually becoming a consumer mag.

Who are your readers? 
Our mission is to help entrepreneurs make money. We launched in 1997 and were the first business magazine to cater specifically for founders and owner-managers of small, private firms. We want to save them tax, inspire them to enter new sectors and show them how other entrepreneurs are making a mint.

How has the sector you cover changed in the past decade? 
Entrepreneurship is sexy. Every 20-something wants to found the next Skype or Innocent Drinks, and we want to talk to that audience. To reflect this we are ditching our staid and formal format, brightening up the design and going for a ballsier, brasher tone. Articles will be shorter, but we'll have more of them. For technology, for example, rather than one long article once every four months, we'll have a smaller tech article in every issue.

What else is new? 
We're dividing the magazine into five sections: Real News; Real Boss, with management tips; Real Money, for finance articles; Real Tech for the IT info; and Real Sales, covering export, e-commerce and marketing.

How can PROs help? 
We're always looking for exciting, new, UK-based entrepreneurs. It helps if PROs include their client's turnover and profits in their initial email. Look at the magazine and see how your client can supply useful information for one of our regular slots. Only superstars get on the cover. Please don't follow your email with a phone call.

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