2 minutes with: Fraser McDonald, Editor, Stuff

You were promoted to editor of Stuff last week. What do you have in store for the magazine?
Stuff is the most successful gadget magazine, so any changes will be subtle. They include relaunching the website - stuff.tv - to help us respond more quickly to product launches. But readers will still find depth in the magazine.

Who are your readers?
The gadget market has completely changed in the past two years. Technology used to be for geeks, but now it's fashionable, desirable and accessible. That said, readers tend to be very technology-literate - many work in technology or IT already. They are big spenders and impulsive buyers.

Describe your perfect story
The launch of a widescreen, video iPod, for example. With exclusives we try to give things better space. News and new-product information should go to news editor Will Findlater.

How do you keep up to date with new gadgets?
It's sod's law, but often an important gadget will launch just as we are going to press, sparking massive panic. Some big tech companies are secretive about products, and often it seems their PR firms do not know what is coming up until launch day. It makes life difficult, but in our Hot Stuff news section we can react on our final deadline day - around the 8th or 9th of each month.

How could PROs make your life easier?
By keeping us well informed and sending press releases and images of new products. They should understand that our content is very wide, covering fashion, adrenaline sports, cars, motorbikes, films, games and so on. The contact for features is commissioning editor Simon Osborne-Walker. PR firms with access to online image databases are really useful, as we are so visually led.

Frequency Monthly
Lead-in Four weeks
E firstname.surname@haynet.com T 020 8267 5036

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