Media: The Editor's Desk - Helena Lang, Sainsbury's Magazine

Describe the magazine

Sainsbury's Magazine is the only supermarket magazine that is paid for by its readers. It is stuffed full of fantastic recipes and glorious food photography. We also have a lifestyle section that includes fashion, beauty, homes, travel and health.

Who reads it?

Our readers are female cooks looking for a little inspiration - whether they are entertaining at the weekend, or need new ideas for everyday suppers.

You recently joined as editor. What changes will you make?

The October issue is the first month in which I have had 100 per cent influence. I have tried to make the magazine more female-friendly - the vast majority of our readers are women - and introduce a more contemporary look.

Other supermarket titles are free. Do you think yours is value for money?

We represent value as readers are getting all the qualities of magazines that cost twice as much.

What makes a great story for Sainsbury's Magazine?

A great food feature has to first stimulate you visually - the food has to look irresistible. Then the reader has to imagine themselves making it.

What is your relationship with PROs like?

The magazine has a great relationship with PROs in different areas such as book publishing, restaurants, the food industry, fashion, homes, travel and health. All I want from PROs is to tell me something new.

PR pet peeves

Annoying PROs who do not do their homework, contact the wrong person, have not looked at the magazine or pitch totally inappropriate ideas.

Media must haves

The Times every day, Red, Easy Living, Woman and Home, Harper's Bazaar and Elle. I'm afraid I am a crime drama junkie - back-to-back CSI is sofa heaven.

What is your online presence like?

At present the magazine does not have its own website. We do have a presence on Sainsburys.co.uk

Circulation: 301,842 (ABCs January-July 2009)

Contact: 020 7633 0266.

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