Something of a stealth success in the property and lifestyle magazine market, Country & Town House Magazine has - during the worst property market slump in a generation - shifted from free distribution in London's posher postcodes to news agents' and supermarkets' shelves. The Rat and Mouse talks to its editor, Lucy Cleland, about country bumpkins, city slickers and bridging the divide.
R&M: Tell me about the magazine... when was it launched and what's its USP?
LC: It launched about two years ago as a niche title to offer those who love combining London and country living – whether that’s because they’ve got two homes or like to get out of the city at the weekends and stay in nice hotels or visit friends – a fun, informative and intelligent read about getting the best out of both worlds. There are so many magazines that just cater to either country bumpkins or city slickers, but none that aim to bridge the divide.
R&M: It recently had a name change? [It was originally called Country House Magazine]
LC: Yes, we felt the new name better reflected the editorial message inside. If you read it (which we very much hope you will!), you’ll find a good mix of stories about what’s going on in London and the countryside, from arts and events to fashion and interiors, plus property news and town and country houses for sale.
R&M: What do you know about its readers?
LC: We conducted a survey about a year ago and know that they’re an affluent lot, but definitely not all about money. They are making serious lifestyle decisions about what’s best for their children, how to get the most out of life, balancing work and leisure and knowing what’s important. They appreciate the finer things in life – but are just as likely to be seen digging the garden, making homemade jam and drinking in the local pub as eating out at great London restaurants and attending events such as Glyndebourne and Goodwood.
R&M: Clearly the magazine takes something of an unambiguous stance on the whole second homes/rural communities issue. How do you justify your position?
LC: It’s always a tricky one. Obviously the wealth of the City in recent years has driven an extravagant rise in house prices in desirable areas in the countryside, often pricing locals – who’ve been there for years – out of the market. On the flipside, they do bring money to the area to support local businesses and perhaps are even more mindful of their sometimes tenuous position within the community, so make special efforts to get involved and not be seen to just be the ‘down-from-Londoners’. I feel people are looking for a better way of life, a return to the enjoyment of the space around them, of growing their own food and getting out into the great outdoors and that’s a good thing.
Continue reading, after the jump.
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R&M: Tell me about the special schools edition.
LC: We publish a biannual schools directory called School House, which ties in very much with the lifestyle of our target audience. Children’s education is of paramount importance to them, so it made sense to offer them a guide that not only highlights the major educational issues of the day – from coping financially with children at independent schools to why Britain’s top schools are now opting for the new Pre-U examination over the A-level – but also showcases over 250 of the UK’s best schools, divided by area, boarding/day, prep/senior and girls/boys In both London and Country.
R&M: For a (relatively) recent start-up, Country & Town House Magazine has had some well-known writers and columnists. Do you want to name some of your favourite features from past issues?
LC: We like to have some fun with the magazine and one of my favourite recent pieces was by Adam Edwards on the ‘new country house weekend’. It was a brilliantly funny and full of modern advice for both hosts and guests on how to behave to avoid a completely disastrous weekend. I also love Alice BB’s ‘The Good Life’ column, which tells the story of her move to the Cotswolds in very personal way which I think people can really relate to – from hating the first night in her new, damp abode with no electricity to her first encounters with her new neighbours. But we’ve also had Peter Oborne being funny about the Cheltenham Race Festival, James Delingpole on the delights of driving a brand spanking new Range Rover in Wales, Rachel Johnson on town and country weddings and Geordie Greig on stalking.
R&M: What are the secrets of survival in the current market? And do you have a hunch about when the property market might turn the corner and face better times?
LC: There’s no doubt about it times are tough – especially for a relatively new magazine like us. However, I do believe we’ve found an interesting niche and we have a strong audience out there. Our profile is rising all the time. In fact, having previously been solely a free distribution magazine for the London market, in March our magazine went on sale nationally in WHSmiths and selected independent newsagents and Waitrose stores. It’s strange, but I do feel the tide is turning a little bit with regard to getting the property market moving again – it’s all a matter of confidence. People will always need to buy and sell houses, we’ve just got to flick the switch again.
R&M: Do you ever worry that Brits might fall out of love with property? Or is this never going to happen?
LC: No, it’s ingrained in our pysche. We’re proud of our homes and invest in them and want them to be preserved for future generations. They are expressions of us.
R&M: What have you got planned for future editions?
LC: Coming up in June is an interview with Sir Paul Smith, the quintessentially British designer and his collaboration on a new exhibition at the Design Museum in London. Then we’re going to celebrate the great British summer in July (let’s pray it doesn’t rain as usual) and then it’s the men’s turn as we devote August to them – so expect lots of great boys toys from chainsaws to sit on mowers.
R&M: Thanks, Lucy, for taking the time to chat.
More about the magazine, here.
