Gadget site to pilot new digital magazine

Online gadget site Firebox.com is set to launch a pilot digital consumer magazine for its subscribers next week.

Genius, which is the first project to be produced by Insider Consultancy’s new digital publishing arm, will be sent out to all of Firebox’s 600,000-strong mailing list.

PR and marketing consultancy Insider was founded by Mike Peake and Simeon de la Torre, who have worked on FHM, Zoo, Nuts and ShortList in the past.

Since founding Insider in June 2008 they have also advised on campaigns for brands such as Lastminute.com, Ketel One vodka and mysinglefriend.com.

Genius will see the pair return to creating male-orientated magazines.

De la Torre said: “We have a great team of writers, designers and flash programmers on board and given our track record, Mike and I obviously know the difference between ‘boring corporate waffle’ and ‘entertaining copy for men’.

“If a client wants their own version of ShortList, an FHM or a GQ, then we can give them as close a copy as we legally can.”