Practical Parenting appoints Pates

Pates: passion for editing

Practical Parenting magazine has appointed Sara Pates, the former art editor of Ideal Home and Prima, as its new editor.

Pates will take over from Jayne Marsden, who quit in October.

Pates left Ideal Home last year to launch her own magazine concept, Creating Beautiful Homes, for IPC, but the title was pulled after two one shots due to market difficulties.

The glossy aimed to be a more practical version of IPC’s title 25 Beautiful Homes, targeting "young traditionalists" with articles on how to mix old and new furnishings.

"We hit all our targets, but the company decided not to produce any more because it was not the right market conditions," she said.

Pates subsequently moved back to Ideal Home as associate editor before joining Practical Parenting as acting editor.

Kirsten Lee, publisher of Practical Parenting, said she had made a "tremendous impact" on the magazine and shown a passion for editing.

Pates said there were no plans for a relaunch or changes to staff. "We’ll continue to push the magazine forward," she said. "I introduced a few changes in my time as acting editor and I will want to make my mark."

Pates joined IPC five years ago to work on the relaunch of Ideal Home. Prior to IPC, she was deputy art director on Prima, before becoming art director on the Prima spin-offs Prima Your Home and Prima Baby.

By Ruth Addicott

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