SAINSBURY’S THE MAGAZINE: AN EXPERT’S VIEW - Sue Oriel takes a breather from the Xmas mayhem to feast upon The Magazine

Writing this review has been something of a nightmare, frankly.

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


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


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.