Professional photographers' magazine in October

It will use the B2B model. "We toyed with the idea of going retail," says managing editor Gavin Smith, "but advertisers are looking for a more direct route to their customer. The 'spray and pray' approach is no longer all that attractive in specialised industries.

"Nothing comparable on the market"

"The trend we have seen develop over the last few years is a move to far more focused marketing strategies aimed at specific decision makers in a given market. It is with this in mind we decided to launch the mag as in our opinion there is nothing comparable on the market at the moment.

Continues Smith, "The main feature in the first issue will be a preview of the expo. Coupled to this, we will be doing the first in a series called 'Shoot of the month', which will take a look at the challenges associated with in-studio, and location shoots and offer advice from professionals who have been on the front line. The rest of the mag will be a mixture of news, views, features and products and anything else that adds value."

Focusing on professionals

"We are not focusing on the point and shoot industry, but the professionals out there. Coupled to that, we will be putting the mag into the hands of decision makers at all the mass retails stores, educational institutions, professional photographers, ad agencies and PR companies.

"This database will expand and evolve as we grow into the industry and our long term goal is to get an issue out to market every month. This mag is the culmination of the efforts of a small and passionate group and we are both excited and nervous to see how the market reacts," he concludes.