Candid Magazine set to hit news stands

Founded in 2011, Candid is a London-based menswear magazine founded by Danny Keeling and Joshua White.  The magazine features a plethora of creative content, and boasts an international readership  across 30 countries with primary markets in the USA, the UK, France, Germany and Australia. Already available for download from the Apple App and Google Play Stores, the magazine is now venturing into print with its first edition hitting news stands from October. In an interview with Cision, Joshua spoke to us about the shift to print and why it makes business sense, how PRs can best pitch to Candid and why Toby Maguire would play him in a film. 

 What makes Candid Magazine different from other men’s fashion and grooming sites? 
Candid wants to give a new feel to the menswear magazine market, attracting a younger clientele than other magazines such as GQ and Esquire. By featuring more cutting edge fashion designers, we will be attracting a much more fashion conscious audience. However, Candid also focuses heavily on the art and design. We give as many pages to arts articles as we do fashion.

Great news about the print edition of the magazine that will be available from next month – is it a viable move, given most print publications are going online?
 Going into print is definitely the most viable move for us. The app store was great for us, but being a fashion magazine, we find that most consumers would still rather have a physically printed magazine. From a business perspective, print is also what attracts more advertisers.

What is your content/ revenue generating strategy?
 Candid as with most magazines on the market, relies on advertising in order to survive. However our editorial integrity always comes first and ad spend will never impose on this.

What are the challenges in founding a start-up? As in any business forging strong relationships with the right industry members is key to not only building readership but also to building revenue. It is also extremely important to establish our brand well and have strong public relations. To also be taken into consideration is ensuring that we have the capital to print the next several quarterly issues while we continue to build up our multi-channel advertising platform.

How do you work with PRs? We work with a variety of PRs across fashion, music, film, art and lifestyle. It’s very important for me personally that we have good relationships with everyone we work with. We want to make sure that we do the best coverage for their clients to ensure that we can build strong partnerships and grow with both the PRs and the brands that they represent while maintaining our content is the best it possibly can be.

What should they know about pitching stories to you for Candid?  When pitching stories to Candid, it is most important to look at existing editorial, which can be found online. We like to receive well researched pitches from PRs that have taken the time to understand our brand, point of view and editorial style.

Editorial information on Joshua White, Candid magazine and thousands of other media contacts, can be found in the CisionPoint media database.