Why has New Woman changed its name to NW?
I won't beat around the bush - the glossy monthly market is not in the most robust shape, and we are not going to sit by and let the magazine trail off, after 17 or 18 years. So we are reacting by modernising it. The biggest and most obvious change is the name - NW sounds more modern and stylish. Some people thought New Woman sounded a bit like Woman's Own or something, but it's not - it's very cool.
What else has changed?
There is a new section, Style Stalker, that offers readers something fun, fast and furious that responds to our obsession with the weekly magazine market and the internet. There will be lots of pictures of celebs and advice on where to buy the gorgeous things they are wearing. NW will still have the fashion and in-depth features you'd expect in a monthly. There will also be a reader panel in every issue, giving their opinions on the shoots and features.
What else do you have planned?
Our website will relaunch at www.nwdaily.co.uk in a couple of weeks. By December we hope to work closely with PROs to give readers information on limited- edition collections, deals and discounts, and so on, on a daily basis - something glossy magazine lead times have made it difficult to do.
How else could PROs help you?
Monthlies have been guilty of being too timeless, but now there is a news section that informs readers on trends and talking points that are often PR-generated. It is inevitable we might be scooped, but as long as we can put a NW spin on the story, we can use things.
Who should PROs contact?
Style Stalker editor Laurelle Gilbert for fashion, features editor Charlotte Crisp for features and acting beauty editor Kate Turner for beauty.
Lead-in Two months