2 minutes with: Karen Livermore Editor, Family Circle

Why did you swap roles with new Essentials editor Julie Barton-Breck? I’d been on Essentials for nearly eight years and given it all I could. I have a passion for food and Family Circle is coming into its time with the whole ‘yummy-mummy’ thing – being a mum doesn’t mean you’re boring.

What will you bring to the title?

I’d like to give it a more modern tone of voice and make it more upbeat. There are some areas I like and won’t touch, but it’s too early to say.

How is Family Circle different from when it launched 40 years ago?

Women have changed. Our core readers are women in their late 30s and early 40s, and there are so many ideas of what that means these days. They could have children or not, be single or divorced. The magazine has to reflect that.

What is your competitive set?

We have such a strong food heritage, with an ad-free food pullout every month, so we come up against magazines such as BBC Good Food as well as the supermarket titles. We also compete with more general titles such as Prima and Good Housekeeping.

What do you need from PROs?

We have a lot of room for food and recipes, but we also feature a lot of product reviews for our beauty section. And they don’t all have to be new – sometimes consumers need a reminder about existing products.

What role do celebs play in FC?

Family Circle is about real people, but that’s not to say we won’t feature more celebrities in future. They would have to be relevant and have a real connection with our readers. You won’t see Posh and Becks. IPC already has Now magazine, and that does a good job of covering that sort of thing.

How do you like to be schmoozed?

In this day and age nobody has the time to go out to lunch. It sounds awful, but email is probably the most efficient way to contact me.

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