The editor's desk - Matt Swaine, Trail magazine

Trail is an outdoor magazine that gets people enthused about getting out on the hill and exploring wilder parts of Britain on which people miss out.

Matt Swaine: Trail editor
Matt Swaine: Trail editor

Who are your readers?

Anyone who loves the idea of exploring Britain’s wild and mountainous areas.

What does the future hold for Trail?

We were the only magazine in the outdoor sector to see circulation growth in 2008. We want to build on that by extending our online influence.

What makes a good Trail feature?

A great destination, an inspirational idea that gets readers off the sofa and a good dose of practical advice.

Of which feature are you most proud?

A piece on wild camping in the Lake District for which writer Claire Maxted received a nomination for PPA Writer of the Year.

Any celebrity involvement?

We have a number of world-class mountaineers who do not get the coverage of other athletes. People such as Alan Hinkes, Doug Scott, Suzy Madge, Sir Chris Bonnington and Kenton Cool.

Describe your relationship with PROs

Excellent. The outdoor industry is quite compact and we all know each other very well.

What is your biggest annoyance with PROs?

The call that comes two hours after the issue hits the stands to complain about a review that is actually quite positive. Please send equipment details and products as early in the year as possible.

What are your media must haves?

The Guardian, Sunday Times, BBC website and Radio 4’s Today. I love BBC1’s Spooks but I have recently ditched the TV in favour of a simpler life.

How are you keeping up with social media?

We have a lively website – lfto.com – and our YouTube page brings us a lot of additional readers.

Circulation 39,349
Contact matthew.swaine@bauermedia.co.uk

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