2 minutes with: Mark Hedges, editor, Country Life

You become editor of Country Life next week. What do you have planned?

The country is in an interesting time of transformation. There is huge interest in smallholdings as the expansion of farmers' markets continues, and people are increasingly concerned about what they eat. I would like Country Life to champion that. I'm also planning to increase the story count – both in news and features. There will be a lighter touch, recognising that as well as the 'old money', increasingly our readers are entrepreneurs or footballers who have recently made money.

What makes a good story?
Interesting things happening in the country. Sometimes that can be hard news – for example, bird flu – but it tends to be softer, such as art exhibitions. Our features are broad, covering gardening, architecture, interviews and reviews. And we are heavily involved in campaigning. Our readers own enormous amounts of the countryside and have a say in what happens, for example wind farms being placed in inappropriate locations. Our fashion coverage is sophisticated, not wholly country focused.

Who are your readers?
Around two thirds live in the country, and the rest are based in London but have their hearts in the country or have a country home. Because we have so many urban readers we cover London too, and recently produced a 60-page supplement on city life.

How far ahead do you work?
Country Life is weekly, which is rare for a glossy magazine of this stature. Although we work on some features up to a month in advance, there is scope for news even until the Monday before we come out on Thursday.

How should PROs get in touch?
Email is best, with Tuesdays and Wednesdays the quietest days. While we cover a range of topics, releases need to bear in mind our wealthy, cultured and discerning audience.

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