Iconic Sainsbury’s Magazine Celebrates 25 Years in Print Milestone for UK’s Most Widely Read Monthly Glossy Magazine

March 27th, 2018

Established by Delia Smith in 1993, award winning Sainsbury’s Magazine, the UK’s most widely read monthly glossy magazine title is celebrating 25 years of publication in April 2018.  Sainsbury’s Magazine, which is also the UK’s biggest selling cookery title, bringing food, lifestyle and travel stories to 1.7 million readers every month (latest NRS figures).

During the past 25 years, editorially independent Sainsbury’s Magazine has established itself as leading the way in introducing new trends, ingredients and food heroes.  Iconic British cooks and chefs including Jamie Oliver, Nigella Lawson, Simon Hopkinson, Nigel Slater and Tom Kerridge have built a following of passionately foodie Sainsbury’s Magazine readers who rely on the magazine and its contributors to consistently deliver exciting, flavoursome but accessible recipes.

Originally launched by Delia Smith and her publisher husband Michael Wynn Jones in 1993, Seven Publishing acquired the Magazine in 2005.  During its 25 years, Sainsbury’s Magazine has only had three editors – Delia herself from 1993 to 2000, Sue Robinson from 2001 to 2008 and Helena Lang, who became editor in 2009 and who has focused on ensuring the proposition remains relevant to existing and new readers, developing its digital platforms and extensions, as well as embarking on brand partnerships.

As part of the Magazine’s activities to mark the anniversary, magazine readers have voted for their favourite cake recipe from the last 25 years, with the top five recreated for the anniversary issue.

“Our editorial independence has been crucial to the Magazine’s ongoing success and popularity,” says Lang.  “We obviously work closely with the different teams at Sainsbury’s to ensure that our content reflects their changing range of products but exploring the external consumer landscape is vital to ensure we deliver a magazine that inspires and delights our readers.  Our policy of triple testing every recipe means that our readers trust us implicitly and I am always delighted with the many letters and photos they send us to show us their creations.   This culture of instilling confidence started with Delia and remains a paramount part of our editorial approach.  Looking at the list of our top ten most searched for recipes, I am intrigued to see such a varied mix of baking, meat based centrepieces and vegetarian options, showing that Sainsbury’s Magazine is a ‘go to’ destination for many different types of home cooks.”


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