Writing this review has been something of a nightmare, frankly.
I have started to suffer with PCPS (pre-Christmas panic syndrome) the
symptoms of which are rising alarm and the obsessive need to write
lists.
Whenever I sit down to actually read Sainsbury’s weighty title, The
Magazine, I have been so completely overwhelmed with guilt - I should be
making my own plum pudding or spraying twigs gold - that I have to jump
up and polish something.
Overcoming the waves of panic, I ploughed on through this tome of
festive perfection. And given that it is simply a form of direct
marketing, I think Sainsbury’s does a brilliant job - for just pounds 1
too.
The Flexible Feasts supplement that fell out of the main title contained
some gorgeous foodie ideas that didn’t look too difficult so I started
to relax. Saint Delia was only mentioned the once, characteristically
whipping up a storm with leftovers.
At this point, the rise of my PCPS symptoms meant I had to break off to
quickly dust the piano. Returning to The Magazine, I enjoyed a page on
festive accidents by Sue Townsend, a review of things to do with the
kids, a history of the Queen’s speech, a read-it-before article on
Joanna Lumley and a strangely out-of-place piece on iguanas. Then we
headed back to Christmas - presents by price category and, of course,
more food.
I then became alerted to the first ad for a Sainsbury’s product: sprouts
(yuck). What followed was a nice looking collection of Christmassy
things available at a JS near you.
After luxuriating in all the food and booze, the mag quickly wrapped up
with fashion, beauty tips, gardening and home pages.
Sue Oriel is the head of commercial development at Channel 4.
