Editor's Desk: Francis Malone, Wound

Arts and fashion title expands with digital and mobile versions of its title

Francis Malone: Editor in chief
Francis Malone: Editor in chief

Describe the magazine
We are a quarterly arts and fashion title that is print-based and now has digital and mobile versions.

What would you consider your competition to be?
Primarily titles outside the UK such as Fantastic Man in Amsterdam, 032c in Berlin and V in New York. In the UK, I would say very reverentially, i-D magazine.

Who reads Wound?
Anybody who would walk into Tate Modern or Selfridges. The core readership is aged 25 to 50 and evenly split between men and women.

What makes a great Wound feature?
We want to bring something original to people’s reading. We start with a blank piece of paper and over 12 weeks we build a concept. The concept of the current issue is ‘la grande illusion’ – what is real and what is not real? You won’t read anything in Wound that you would find in a newspaper, a weekly title or on Wikipedia.

Wound summer coverWhere did the name Wound come from?
It is based on a quote by American poet Robert Frost about ‘an immortal wound’. We are trying to create a lasting impression. If you have been wounded you tend to remember it.

What is your approach to celebrities?
If we feature a celebrity it is not going to be a PR job, it will be a three-month working project with a focus on something that we want to communicate. Recently we created a piece with artist Luc Tuymans
on sex trafficking.

Your new digital and mobile editions are paid-for. How confident are you people will pay for online content?
I think we have priced them at the right point. Both the digital and mobile editions contain completely original content along with audio and video.

What are your media must-haves?
I read the International Herald Tribune, the FT and The Sunday Times, plus Fantastic Man and 032c.

Frequency Quarterly
Circulation 60,000 for the print version
Contact info@woundmedia.com

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