Wired shakes off its tech reputation

Whatever you do, do not use the g-word when approaching Wired.

Wired: UK launch issue
Wired: UK launch issue

Relaunching in the UK this week, Wired will be 'more than just a gadget magazine with women in bikinis', according to editor David Rowan.

Indeed, the UK version of the influential US title has such a wide remit that the PR opportunities look set to be as vast as they are eclectic.

The magazine's ethos now covers anything that will shape the future. 'Wired is about big ideas that will change the world,' says Rowan. 'Sections include tech and science, business, architecture and design, consumer products, and a bit of politics when it touches on trends,' he adds.

The broad scope of content - the first issue covers brain science, the BBC's iPlayer and Africa - presents PR agencies with a plethora of potential pitches. 'We are looking to build strong relationships with all types of agencies, from tech to film,' says Rowan. 'Tip us off early about people, products and leisure experiences that you think are right for our very demanding, informed audience.'

Read by influencers

Rowan says Wired is aimed at 'chief executive-level males', but not exclusively. 'Readers will be curious about the world and influencers in their peer group,' he says.

Sophia Henri, account executive at Say Communications, says the publication is likely to be a barometer of consumer and cultural trends and 'positions our clients in a desirable peer group of cutting-edge technologists'.

The march of technology means news is often broken on websites, so is there space for a print publication? 'Online media are saturated with tech content, so the point of differentiation needs to be the depth and quality of features,' says Bruce McLachlan, head of digital entertainment, Nelson Bostock. These analytical pieces, particularly profiles and investigations, provide attractive opportunities for in-depth client coverage.

Existing relationships with the US editorial team can successfully translate to the London office. 'We hope to be able to continue developing our ongoing relationship with Wired both in the US and here in the UK,' says James Mitchell, director at Coral Media.

Repeating US success

The US magazine reaches more than 12 million readers a month and picks up awards by the shedload. In 1995, Wired tried and failed to repeat that success in the UK. But with a new publisher, staff and context, Conde Nast will not let the small matter of the recession get in its way this time.

'Its chances are very good with a great line-up of journalists from the Conde Nast stable,' says Mitchell. 'Its subject matter is also a major advantage, being broad in topic, relevant to most people and ideal for lunch break "information grazing".'

Launch date 2 April
Website wired.co.uk (launched 26 March)
Contacts pr@wired.co.uk
Editor David Rowan
Associate editor Ben Hammersley
Website editor Holden Frith


Editor: David RowanA minute with... David Rowan, editor, Wired UK

What would you like PR professionals to pitch to you?

There is no official list as to what is or what isn't a Wired story. We want significant stories as early as possible with only the best access. It is important to remember that we love visuals as well as words.

What can PROs do to make your life easier?

We only have a team of 11 and cannot deal with calls. Please send ideas to pr@wired.co.uk. We promise that everything sent to that address will be looked at and passed on to the relevant person.

Can Wired survive launching in a recession?

In 1929, a couple of weeks before the great crash, Business Week launched, and then a few months later in 1930 Fortune was started. So I think we'll be OK. Also no-one is launching against us and when the recession eases, advertisers will come back a lot quicker than we realise. Conde Nast thinks long term and in years to come Wired will still be a very strong UK brand.

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