Editor's Desk: Michael Brook, T3

T3 is the UK's premium gadget magazine

Michael Brook: T3 editor
Michael Brook: T3 editor

Describe the magazine

T3 covers all the latest and best kit. The readership is predominantly male, aged 25-40, with exceptionally high disposable income, which is reflected in the products we choose.

You're relaunching. Why now?

We have added new sections, columnists, a buyer's guide and overhauled our news and reviews sections. We have never been more popular, but you cannot rest on your laurels for a second.

Your latest ABC results are your highest ever. Why?

It is not rocket science. We work very hard to find cover stories that chime with what our readers want. We have continually improved over the past year, so there is always something new to hold their interest.

What sets you apart from your rivals?

Detail. We drill down into much more depth than our rivals and spend more time with the kit to ensure we get it right. We cater for a much more affluent group of consumers than our rivals. Our readers have vast disposable income and are very opinionated.

How much contact do you have with PROs?

Not as much as I would like. We have a big team, so the section editors are more involved than I am.

What are you looking for from agencies?

Stories that relate to the industry as a whole as opposed to single product press releases. We are always watching the market looking for trends.

What is your PR pet peeve?

PR professionals calling us and asking to speak to the technology editor. It does not happen very often, but when it does it gets me a touch upset. That is not an invitation to try it, incidentally...

Media must-haves?

I read our rival titles, but I am also a big fan of Focus, New Scientist and Men's Health.

What other websites do you look at?

Engadget, Gizmodo, The Register. Techradar.com, our sister site, is useful for in-depth industry information.

Circulation 60,127

Contact Michael.Brook@futurenet.com

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