Media: The Editor's Desk - Francis Malone, Editor-in-chief, Wound magazine

- 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.

- Where 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


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