Editor's Desk: Kirsty Mouatt, New! magazine

New! magazine brought a freshness to the celebrity market that assured early success with its young, up-market readers

Kirsty Mouatt: New! editor
Kirsty Mouatt: New! editor

Describe the magazine

We deliver a highly entertaining weekly magazine packed full of up-to-the minute celebrity news and exclusives, along with great fashion and beauty, fascinating true-life stories and topical travel, health and diet features.

Who reads it?

The average age is 25 and 96 per cent of our readers are female. Around a third have kids. They share an insatiable interest in celeb gossip, which we aim to satisfy.

Explain your current success

Our circulation increased in the latest ABCs by two per cent. While most celeb weeklies are plummeting, New! is bucking the trend, partly because it offers fantastic value for money at 85p, and partly because of its high editorial standards. We go to press on a Sunday morning whereas most of our competitors close up on Fridays. So we always have the most up-to-date gossip.

Of which recent articles are you most proud?

We're proud of the relationship with our columnist Jade Goody, who has written about her battle with cancer in the magazine. She wanted to unveil her bald head and chose New! to take off her headscarf. We received a massive outpouring of emails, texts and letters of support for her and felt really proud of her bravery for facing her hair loss so publicly.

What relationship do you have with PROs?

It is vital for us to be able to work with them. There are some who are an absolute dream to work with - and of course, some aren't.

What is your PR pet peeve?

When they send a press release about something not relevant and then call me a millisecond later to ask if I got it. We prefer PR people to be straight with us.

What are your media must haves?

I read all the competitor magazines and all the daily papers, as well as all the big celeb gossip websites - Perez Hilton, Holy Moly and TMZ. I have to watch all the reality TV shows - so recently I have been watching Celebrity Big Brother and Dancing on Ice.

Circulation 442,996

Lead times One week

Contact Kirsty.mouatt@express.co.uk

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