Media Relations: 2 Minutes with... Eilidh MacAskill, Editor, Happy

Tell us about the launch of Happy

There is nothing like it in the UK. It is completely devoid of celebrity and sex tips. It is purely about something we all do - shopping. Happy is about beautifully shot features on fashion, beauty and interiors.

How is Happy different?

We don't tell people to buy something just because Sienna Miller is wearing it. It has to be something that will work for our readers, whether it's fashion, beauty or interior products.

Explain your product policy

We cover all price points and all purchasing channels from the internet to the high street, designers and vintage retailers. The magazine will lavish as much care on a £20 handbag as it would on a £680 one.

What would you like from PROs?

We need PROs to let us know when their clients have fantastic new products and ranges. We need them to be on the lookout for us. Happy focuses on both new products and the classics. It's a very visual magazine so we need great pictures, and an angle if possible.

Who are the main contacts?

We have three major sections - Elizabeth Barnett is the beauty director, Emily Fitch Miller is the fashion director and Sarah Wharton is the interiors editor.

Any other regular features?

The upfront section contains a lot of fashion and beauty stories and is very trend oriented. We have a regional shopping guide every month where we take readers on a one-day trip.

We featured Leeds in our first issue. There is also a regular six-page '£10 and Under' section at the back.

When do you need to hear from PROs?

About three months out, although we can turn things around more quickly if we have to. But we do need PROs to respond speedily to any requests.

Circulation: 300,000 (print run)

Deadline: Six weeks

Frequency: Monthly

Contact: Alicia.clarke@

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