2 minutes with: George Sell, Editor, Viva España

Why launch a magazine about Spain? Spain is the biggest market for Brits looking to buy property overseas but it is also a very popular holiday destination. People are discovering there is a lot more to Spain than the beaches – they’re discovering the cities and inland areas. Places such as Provence and Tuscany have had their time in the sun.

What range of stories will you cover?

The open-ended nature of the magazine will allow us to look at everything from food and wine, travel, architecture, fashion, heritage and people. But it will be shifting and evolving, so one issue may be big on food and wine while the next may have more sport and celebrity. Spain is culturally very diverse so it gives us a huge blank canvas to work with.

Doesn’t David Beckham live in Spain?

Celebrity angles hold so much interest with readers so we are looking for celebrities and household names with some connection with Spain. For instance our first issue features Gwyneth Paltrow, who spent several years in Spain as she was growing up.

How are you different to competitors?

There are a couple of other titles, including property specialists. Our publisher Blendon Communications has a huge exhibition arm and a big hold on the Spanish property market. But we’ll have more features and a much wider variation of subject matter. We’ll also look to feature areas that are not as commonly written about.

Who will read the magazine?

There will be a large percentage of middle-aged and retirement-aged people looking to buy property and settle down in Spain, but we’re also looking for the younger market that spends a lot of time in Spain but are looking for something a bit different.

How do you like to deal with PROs?

The most productive and long-lasting relationship I have with PROs come from face-to-face dealings, but obviously I can’t meet everyone I talk to.

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