2 minutes with: Dave Claridge, Editor, Real

What do you want to change as the new editor of women's mag Real?
I want to gradually improve our production values and plan ahead in a more structured way. We now have a wholesome, A-list Hollywood star on the cover every issue, and the magazine is aiming for a classy image. I am also focusing on ensuring we get exactly the right features in every magazine.

Describe the perfect feature.
It's more about balance than individual features - a balance between emotional pieces, newsy items and triumph over tragedy.

What else do you have planned?
We will be introducing a new ‘talking point' spread in the new year, reacting to big stories that have been making headlines in the press. So we might cover something like the debate about whether Muslim women should wear veils, for example. That more intellectual element will balance the rest of the content and help ensure that we never go downmarket. We want to become a weekly market read, but more elegant. We continue to cover a lot of fashion and beauty.

Who are your readers?
Women aged between 25 and 45. They are aspirational and sophisticated.

How far in advance do you work?
We are increasingly planning most things a few months ahead, for both the magazine and supplements. So PROs should get in touch a few months ahead of any major events, although we actually go to press two weeks in advance of publication.

How often do you deal with PROs?
Very often, and I don't have any complaints about them - we have a good working relationship. I would advise them to keep releases brief and interesting, however, as we are a busy office. They need to hook us with their ideas straight away.

Circulation 143,849
Frequency Fortnightly
W essentialpublishing.co.uk

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