The man behind all that gadget news and stuff

Toby Shapshak, editor of Stuff magazine

Biz: Well Toby, so what's the name of the mag you'll be editing?

Shapshak: Stuff.

Biz: Well stuff you too, no need to get nasty.

Shapshak: The magazine is called "Stuff".

Biz: Ohhhh, so, in a nutshell what's it all about?

Shapshak: Well, it's the largest gadget magazine in the UK, about 100 000 circulation and the sixth largest of all the men's titles.

Biz: What about the content ? You must know that I'm a geriatric gadget freak, so what's going to blow what hair I have left back ?

Shapshak: Well, I knew about the freak part but your love of gadgets is new to me. Anyway, there will be three sections – hot stuff, features and testing along with a buyer's guide. Content will be part global, part South African.

Biz: How often is it coming out and what's the cover price and how many are you printing ?

Shapshak: First issue will hit the streets mid-November and then bi-monthly until we get rolling. Cover price will be R24.95 and we'll print 20 000 an issue, with the launch issue at 25 000.

Biz: You got a website?

Shapshak: Dumb question to put to a tech journo but yes, it's www.stuff.tv.

Biz: Right now we get to the free publicity part – who do all the media buyers fall over themselves to contact about advertising?

Shapshak: Gareth Breet (.co.za) and Richard Chivers ().

Biz: You realise that was a completely shameless punt I just gave you?

Shapshak: All publicity is good publicity.

Biz: Whatever.

Shapshak: Have you drifted off or have you got any more questions?

Biz: What ? No, I just can't think of anything else – why don't we just go and have a drink...

Shapshak: Good idea... It's on me...

Biz: Good, I know this great bar in downtown New York...