2 MINUTES WITH: Matt Guarente, editor, Jet

Matt Guarente gives the inside scoop on the magazine most likely to be found in the cabins of private jets.

Jet, a magazine for private jet travellers is to launch at the end of May. Who are private jet travellers?
They are a broad mix of people ranging from high-flying city types to those with private wealth, so the mag­azine needs to suit a wide age range. Private jet travel is about tail­oring the trip to your needs and we want to capture that in the editorial.

Where will the magazine be available?
It will be handed out to those about to board private jets at a range of destin­ations in the UK, Europe, one in the US and one in Barbados. Our circ­ulation is currently 5,000, but we know we will get the right people to read the magazine – within 10 minutes of receiving it, they will be sitting on a private jet.

What will the content be focused on?
We want our content to be more intell­igent and less glossy than our compet­itors. The magazine will take things fur­ther. For example, if we were to cover the America’s Cup, we might run an item on how to buy a place on, or spon­sor, a yacht, or how to har­bour your own yacht in Valencia har­bour.

Please outline the sections
Our first section will be fast paced with news and a calendar of events. We will also have columns from people who really know their subject – like Angelo Galasso on fashion or a Concorde pilot on planes. We have a themed ‘20 things’ section –  the first one is what items men shouldn’t leave the house without. We also have features and a section called ‘Radar’ at the back, with event details, and what our readers need to know about cars, property
or watches.

What do you want from PROs?
I would love them to understand what the magazine is about and to make sure what they pitch in is relevant to the publication. I’m happy to run their ideas if they are good. All PROs should run the ‘So what?’ test to a story before contacting me. Why should the readers care?

Publisher Cities Publishing
Circulation 5,000
Frequency Quarterly
Contact matt@contentkings.biz


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