Why the change?
Boyz has been going for 12 years and is a really strong brand, but it had been getting a bit stale and not exploiting its position as the only viable gay weekly.
We have scrapped the previous format and made it fabulous and sexy. We have exclusive interviews with celebrities such as Beyoncé, Rupert Everett and Richard from Big Brother. Interviewees don't have to be gay, but there is always a gay element. For instance, Beyoncé was telling us that she had been influenced by drag queens when playing Diana Ross in a movie.
What else is on offer?
We've got what we think is the world's first Fag Hag column, written by Emily Dean. In any gay bar or club, 65 per cent of people are gay men, and the rest are - for want of a better word - fag hags. They have always read Boyz, but have never had their own section. Emily writes about what she's been up to that week, name-dropping a few celebrities, and expressing political opinions in a funny, caustic way.
Tell us what you want to hear about from PR people.
Boyz is about popular culture, rather than gay culture, so it could be anything - fashion, beauty, celebrities. Anything that interests people aged 18 to 35, although gay people are notoriously into youth culture, so our readers are probably more like 18 to 50, with a huge disposable income. So we will feature high-end brands such as Comme Des Garçons or Paul & Joe.
We run listings, previews and reviews for films, events, clubs, theatre and concerts. A lot of our listings are very popularist - we want to know if people will enjoy a film, for example, rather than whether or not it has gay love scenes in it. I hesitate to say this, but if you are looking for a comparison, it's a bit like a gayer Heat magazine.
Lead time Two to four weeks