As a former BBC journalist and, well, a woman, Serena Kutchinsky isn’t the obvious choice to head up men’s digital lifestyle brand Joe Media.
The 41-year-old is first to bring up the fact that she is now editorial director of a men’s title and doesn’t identify as the target market, the question having come up before. So what’s her answer?
“My answer to that is that it honest to God did not cross my mind,” she says, adding that in itself is a “positive testament to where society is now” given that not so long ago Nuts and Zoo – “where boobs were a regular sight” – were mainstream men’s titles.