The Editor's Desk - Niall Doherty, The Fly

- Describe your editorial agenda?

We try to write about bands on their first album and pride ourselves on getting hold of great new bands first. The Fly is in a unique position being a free title, so we can put whichever bands we're listening to in the office on the cover. We're confident our readers trust us enough to pick up the magazine despite not having heard of the cover band.

- Why do you think The Fly has been successful?

We are really establishing ourselves, and focus on all things new. Other 'new' music titles have pressure over who to feature as they have to shift copies. Everything we do is entirely for the passion of music. I don't think our ABCs entirely represent our readership either (105,212 - an 11.1 per cent increase). We have a large degree of second readers - people don't feel like they have ownership as it's free, so they leave it on the tube.

- What makes a great The Fly story?

New bands with imagination that don't make us have to work too hard. A great band should give great copy.

- What are your PRO pet peeves?

I'm against people getting annoyed with PROs; they do give us free CDs after all. The one thing that crosses the bunny boiler line, though, is when people add you as friends on Facebook. Just send me an email.

- What are your media must haves?

One of the only magazines I can read without dissecting everything is Empire. My football knowledge comes from The Guardian and Match of the Day.

- How are you keeping up with social media?

We recently relaunched our website and I blog on there. Our most exciting offering is 'In the Courtyard' where we film bands playing outside our office.

Lead times: First week of every month

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