COVERAWARDS' EXCLUSIVE INTERVIEW: Globe's Editor in Chief Tony Frost Says Globe is "Pitbull Without Lipstick"

Who’s the mastermind behind Globe Magazine?

It’s Editor in Chief Tony Frost (above).   In addition to his role at the Globe, he is the EIC of the International Edition of National Enquirer.  Formerly, Frost was the Editor in Chief and Editorial Director of Star magazine; LA Bureau Chief, National Enquirer; Deputy Editor, Sunday Mirror, London.

CoverAwards spoke with Tony exclusively and he provided us with an extremely lively conversation:

How long have you been at the Globe?

I arrived in September 1995 and am currently on my third stint as Editor in Chief.  I love Globe – it’s the pitbull without lipstick.

What type of story does Globe look for its cover story?

The most gripping and sensational stories and photos out there. I refuse to get dragged into the New York-centric bias of the elitist media and I’m not interested in kissing up to Hollywood publicists. GLOBE’s audience is middle America and I’m looking to give them stories that will entertain, inform and shock them. I want them to read stories they won’t find anywhere else. GLOBE must always be an alternative to the main stream.

Can you describe your target audience?

We’re targeting a 60 per cent female/ 40 per cent male split, in the mid 40s age range and up. They are readers who demand good, gritty hard-hitting material. You won’t get Britney’s Hot Body Diet in GLOBE or Paris Hilton’s Fashion Secrets.  But when they’re carted off by the cops, we’ll be all over it.

How important is the cover photo for Globe?

Vitally important. When you have an exclusive photo of Paul Newman looking heartbreakingly frail (below) after you’ve told readers’ he’s only got months to live, the visceral impact is enormous.

Which covers do best for Globe – political, celebrity or real-life (or other?)

We do best when we break exclusive stories or carry dramatic photos of the people GLOBE readers care about most. We concentrate on established stars – real stars, not the celeb flavor of the month. We’re not interested in politics – we’re interested in personalities, and we cover the human side of politicians like the Clintons, Bush, McCain and Obama.

Clintons…

Bush Family

McCain

Obama

The shocking details behind America’s biggest crimes are another important element for GLOBE’s covers.

What has been the biggest seller for Globe this year?

Doris Day Sad Last Days (Issue 9),

Dying Paul Newman 97lbs (Issue 28),

and Ted Kennedy’s Brave Goodbye (Issue 34) were all exceptionally strong sellers

and of course, the last issue Paul Newman Deathbed Plea is up there too, as Cover Awards accurately predicted.

Can you share with our readers how you think through your cover?

I have a very small but brilliantly talented team and I involve them in the whole cover process. I encourage my staff to express their opinions and some have extremely strong views. Sometimes our editorial meetings get quite heated – but these are people who care passionately about GLOBE. They can tell me I’m wrong once, twice but not a third time.

Anything else you would like to add?

In light of America’s economic crisis it’s more important than ever for GLOBE to deliver outstanding value to its readers. So keep looking for even better covers and more great exclusives. And by the way, I’ve just become an American citizen. Sworn in  Monday October 6th in  West Palm Beach, Florida. Now I can vote!!!