National Trust editor has sights set on newsstand

By Emma Farge

The National Trust Magazine’s editor-tobe, Sue Herdman, is planning
a string of initiatives for the title, which could eventually push it
into newsagents.

Herdman, currently features and commissioning editor at BBC Homes
and Antiques, said: “There is no reason why it shouldn’t be priced and
on the shelves of WH Smith.”

She is also planning a redesign in
time for next summer and would like to see “an edition for every
season”. At present the magazine is delivered free of charge to the
National Trust’s 1.7 million members three times a year.

“This is
a magazine that has the potential to be one that people really talk
about – one that can break stories and create debate.

“I want to
see fresh, topical features and a strong campaigning element that will
both satisfy current NT members and draw new ones in.”

Dawnay, director of communications at the National Trust, backs
Herdman’s ambitions and said she will be “allowed her head” as editor.
He added: “We are terribly excited. She has a great eye and aesthetic
sense. She also understands the breadth of our readers. We are players, not just curators of beautiful things.”

Herdman will take over from Gaynor Aaltonen on 14 November. Aaltonen is stepping down as the trust headquarters move from Queen Anne’s Gate, London to Swindon

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