The Editor's Desk - Sue Robinson, Sainsbury's Magazine

- Describe your editorial agenda.

We are primarily for people who love food and cooking, from very quick meals right through to putting on dinner parties with friends. Half of the magazine is dedicated to lifestyle such as fashion and travel, so we have to find the right mix.

- What has changed since your relaunch last month?

We now have 'Everyday Easy', which includes cheaper recipes to help our readers. Our health and nutrition section 'Best Life' is also important to the readers.

- What makes a good Sainsbury's Magazine feature?

We are always looking for the latest hot chef, such as Valentine Warner in our October issue. We also have an exclusive interview with Sir Paul McCartney promoting his relaunch of Linda McCartney's vegetarian range. The products were being sampled at Sainsbury's HQ and McCartney made a surprise appearance.

- Of which piece so far are you most proud?

One of the most worthwhile things I have done was our sponsorship of a ghetto school in Lima, Peru. Fifty readers and myself trekked across the Andes, finishing at Machu Picchu, and raised £100,000. I unfortunately got life-threatening altitude sickness and had to be airlifted to hospital by the Chilean army.

- What is your biggest PR pet peeve?

PROs ringing to see if I have received a press release. It's a waste of time. Also when they don't know lead times.

- What are your media must-haves?

I read all of our competitors. I don't know where I'd be without SkyPlus and I watch Sky Sports on a Saturday.

- How do you keep up with social media?

I read the great food blogs on and

Frequency: Monthly

Contact: sue.robinson@

Lead times: Three months.

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