Hottest Launches

Mike Hammer, editor-in-chief, Shock:

1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?

Shock -- a pop culture photonews magazine, website and mobile site -- has created a new media category in the U.S.

2. Looking back at your history, what was the most important hurdle you were able to overcome?

Since Shock is a new category, it is essential to get consumers to sample the content before coming to a conclusion that Shock is a laddie or celebrity mag -- or a tabloid.

3. What was the biggest pleasant surprise?

That 40% of our readers are women.

4. What is the biggest challenge you are facing today?

To reach that illusive 18 to 24 year old demo. We have mobilized an army of students on campuses across the country to lead a grassroots promotion campaign.

5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.

A smart, funny, young trendsetter who is always in the hunt for the next jolt of visual gratification.

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?

Be fresh, be creative and do something different.

7. Finish this sentence: In 2010, your magazine will be ...

...often imitated by other media.