Media: Web barons Outre digital magazine

What is it? Digital men's magazine

Mailing list: 50,000

Staff: Five

Contact: tom@outremagazine.com

- Who are the web barons?

Tom Bailey is the editor of the new upmarket digital magazine for men.

Helen Chislett, who writes for the FT's How To Spend It, is luxury

editor. Bill Borrows, who writes for Esquire, is editor-at-large. Deputy
editor Nigel Brown and commercial director Christian Sellars make up the
team.

- Get the tone right

'If we see a new Rolex, a Gucci loafer or a nice jacket, we can shoot it
in 360-degrees so the reader can see every angle,' explains Bailey. 'If
we interview a celebrity, we do it on video. The celeb can walk on to
the page and the reader can select questions.'

- Approachability

With Arena gone, Outre felt there was an opportunity to do something
new. Bailey says: 'The only thing I can't stand is cheap products that
get covered in Swarovski crystal. The crystals don't change
anything.'

PR friendly score: 8/10