2 MINUTES WITH: Conor McNicholas, Editor, NME

Weekly music magazine NME is unveiling a raft of changes to modernise the title.

McNicholas: 'The brand speaks to young, passionate, socially active music fans'
McNicholas: 'The brand speaks to young, passionate, socially active music fans'

Tell us about the NME brand.
The brand speaks to young, passionate, socially active music fans. Our key readers are between 16 and 24 years old and they seek to define themselves against the mainstream. Music is a big part of that and we are there to help them. NME is an alternative brand, our readers want us to be edgy and difficult.

What changes have you made?
We now break news online at NME.com while the magazine has more comment, analysis, context and opinion. This means we have more pages for a deeper read, giving us more lead images that readers can tear out and put on their walls.

Are there any new sections?
There is a new section called ‘Stuff We Love’. It covers physical stuff like clothes, gadgets and games and we are keen to have conversations with PROs about this section. We also want to set the agenda with our features – they are now more newsy than before.

What advice do you have for PROs?
Read the magazine before you phone up to get an idea of our tone and what we use. If you do this you won’t be surprised to find that some ideas are not relevant for our brand. Also, the more targeted your communications, the more response you are likely to get. Don’t send a press release to the whole office, because then it becomes nobody’s responsibility. Below is a list of specific contacts, but for bigger issues or to create a deeper relationship, PROs can contact me at editor@nme.com.

When are your deadlines?
The magazine is weekly, so we need ideas a week in advance, or features ideas two weeks in advance. We go to press on Mondays. For the website, we can update news minute by minute.

Publisher: IPC Media

Stuff We LovePriya_Elan@ipcmedia.com

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