I prefer my prose evocative rather than simply effective, with a bit of poetry to it.
I live for books that produce a mood of gathering creepy fascination, a true descent in the Weird.
I tend to go back and forth between old favourites and "new" stuff, some of which could easily be by authors I've hitherto heard about but haven't had the chance to catch up with.
I've always wanted to write about a "haunted" film, something imbued with a malign, potentially fatal attraction, an image which poisons everyone who's unfortunate enough to view it.