2 MINUTES WITH: Valery McConnell, editor, <em>Yours</em>

Yours has moved from a monthly to a fortnightly format. How has this changed the title?
The new-look Yours is faster, sharper and more relevant, suiting the lifestyle of many of today's 50-plus market. One great thing about being fortnightly is the shorter lead times - it was eight weeks before. Being fortnightly means we are able to react much more quickly to breaking news stories that are relevant to our readers. Saying that, we haven't made the changes too radical. The readers are core to our magazine so it's also important they feel they are reading a title they can trust and that lets them be part of a Yours community.

So, what do you cover?
Real-life stories, celebrities, health, lifestyle, nostalgia and advice that the reader can't find anywhere else. We don't have any set criteria and cover a wide range of topics: health, lifestyle, fashion and beauty are carried alongside news, celebrity and nostalgia.

What is the key thing for PROs to bear in mind?
The more targeted your story is to the 50-plus market, the more we'll like it. If it's not of interest to a 50-plus woman, it won't get in. When you were monthly, you were up against Saga Magazine (ABC of 610,771) and The Mature Times (circulation of 140,000).

Does the fact that you've doubled your output mean you now have different competitors?
Our main rivals are the traditional women's weeklies, but we are really taking advantage of the shorter lead times to be as topical as possible.

What's the best way for PROs to get in contact with stories?
Email is best. Please send any ideas you have through the main magazine email - yours@emap.com.


Circulation 383,577
Press day Wednesday
Frequency Fortnightly
T 01733 465 497 

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