Irvin finds life sweet at Sugar

Sugar magazine has appointed former B2B editor Claire Irvin as its new editor, writes Ruth Addicott.

Irvin has been freelancing for Sugar since March 2002, and stood in as acting editor after Jennifer Cawthron left to launch Sneak.

Before Sugar, Irvin worked on the relaunch of Sales Promotion magazine and edited the Chartered Institute of Marketing’s monthly Marketing Business. She was also editor of Bliss for Brides.

Commenting on her switch from B2B titles, Irvin said: “Marketing Business has a very consumer feel. I don’t think there is much difference between trade and consumer when you are talking about answering the needs of a given readership – it is just having the skills to do it.”

Irvin said Sugar had the potential to increase its lead over its rivals. “Real-life stories are the lifeblood of the magazine but is it really the mix of Sugar that makes it work. I’m sure it will cement its position as the UK’s leading baby glossy.”

Ruth Addicott

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