Media Relations: 2 Minutes with... Jayne Cherrington-Cook, Editor, www.look.co.uk

- Look.co.uk is the new online sister of IPC's Look magazine. Explain the site.

We are a daily extension of Look's feature 'High Street Hottest' which is a weekly look at what is new to stores. We choose the best items each day and users can click through to buy these online instantly.

- Who visits the site?

16- to- 34-year-old women in the 'decade of indulgence' who enjoy going out and having a good time. They love shopping, but may not have time to find that perfect party dress, so browse look.co.uk at lunch.

- What can users expect to see from the website that is not already in the magazine?

We feature celebs wearing high-street garments and include galleries and polls to vote on topical stories, but our main emphasis is on fashion and beauty.

- How does look.co.uk differ from its competitors?

We are much more edited than our biggest competitor, stylefinder.com, as we pick what we consider to be the best things out there. We are more similar to asos.com, which also offers editorial content.

- What advice can you give to PROs hoping to feature on the website?

Send us emails of everything from new launches to trends. We currently offer discounts and will start running competitions, so prizes of £250 minimum would be welcome. Our audience love fashion prizes but also enjoy gadgets such as iPods and phones. If a celeb is wearing an item from your client's collection, then send in details and photos. As long as it is about fashion and beauty it stands a great chance of featuring. However, we do not feature reviews or gigs.

- Any other advice?

Keep us up to date and informed on a daily basis. We have an extremely fast turnaround, but need a two-day notice period on specific fashion events.

Publisher: IPC Media
Circulation: No figures yet
Contact: jayne_cherrington-cook@ipcmedia.com

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