Gorkana Insight & Analysis Team
As teen mag We Love Pop celebrates its first birthday this month, Gorkana catches up with editor Malcolm Mackenzie on seriously hot posters, relying on PRs for content and plans for an augmented reality app...
In just a year you've managed to become the leading teen music magazine – what's your secret and what makes you different from the competition?
Passion. We really do love pop – obsessively. Our aim is to be brighter, funnier, ruder, and smarter than the rest of the teen market. Our shoots are dynamic, our questions different, our gossip ridiculous, plus our posters are seriously hot. We distill the energy drama and gorgeousness of pop and capture it on the page. Maybe it's because of all that. Maybe it's the free sweets.
Tell us about the editorial team.
The We Love Pop team is small, ever changing, but consistently brilliant. My deputy editor Louise Bennett (Bliss, Fabulous, Grazia) is currently on maternity leave which means special guest star Samantha Wood (Elle, Heat, Sugar) has stepped into her shoes. We have just appointed a brand new art editor Paul Lang, who comes to us with a decade of experience in youth and children's publishing at BBC Magazines. Emma Arnold (Top of The Pops, Girl Talk) is our fashion and beauty editor and Christian Koch (Smash Hits, Q, Stylist) fills in the blanks whenever he can fit us into his busy freelance schedule.
And what about the typical reader?
The typical We Love Pop readers is a 13 or 14-year-old girl who is passionate about pop music. Or, if I'm being honest, is passionate about Harry's hair, Zayn's stare and the way Louis fits into his chinos.
What three things make a good We Love Pop story?
- Anything involving One Direction.
- Something that will look visually brilliant on the page.
- Anything surprising, exciting and relevant.
How much do you rely on PRs for content?
About 70% of what goes in the magazine comes from PRs, be that music, fashion, film, TV, technology or products in general.
How do you want PRs to pitch to you?
Emails with high-res pictures would be nice. We spend more time chasing pictures that are bigger than a postage stamp than we do securing A-List access.
What would you like to hear about more from PRs?
Everything. We won't be able to include it all in the magazine, but it's good to know what’s going on. It’s also good to know 6-8 weeks in advance of it happening.
When was the www.welovepopmag.co.uk launched?
The website was launched on the same day as the magazine in July last year. We thought it was essential to provide a place for our readers to go for their pop fix between the issues of our magazine.
Talk us through the key sections of the website.
There's a blog where we update news and gossip daily and post all our favourite new videos, there’s a gallery section, competitions, quizzes, and poll. Do you think Zayn and Perrie are well matched? Well are they?
Which are most open to PR content?
Our Obsessed, Heartbeats, Fashion & Beauty and Offers pages are crammed with brilliant stuff that we tell our readers to listen to, watch, try to win or buy.
There's lots of competitions on the site – what sort of prizes are you looking for?
Our most successful competitions are for signed stuff, technology, gig tickets, fashion items, beauty goodies – and money can't buy stuff, like meet and greets and shopping sprees.
You've got more than 10,000 followers on Twitter and more than 31,000 likes on Facebook. Which is best for pushing out content?
Our readers a pretty engaged on both Facebook and Twitter, but Facebook has definitely got the edge over Twitter for this age group.
Any plans for the future you can tell us about?
We are launching an augmented reality app where our readers can become a Love Pop cover star. Take a picture of yourself. Hover your smart phone over our new issue with Jessie J on the cover and you magically appear in her place. Witchcraft.
And finally, each issue of the mag features 10 posters – got any Bieber posters going spare?
Sorry they've all gone, but we’ve got a 'Team Dannii' flag knocking about somewhere.