Sands storms back into the Wharf

Asked about her reasons for re-launching, Ms Sands said: “It was a chance to implement my vision.
“I had a clear sense of what Reader’s Digest was about, all of which is embodied in the name.
“A lot of people have warm memories of it, but won’t have seen it for a long time so it’s about making it visible again.�

Although it currently outsells almost every other monthly, the magazine has relied heavily on reader subscriptions.

Ms Sands said: “It has a healthy circulation but has almost been like a ‘sleeping giant’ – until now. The idea is to get it back on track – I would love for people to read it and recommend it to other people.�

Asked why she decided to make the jump to magazines following a successful career in newspaper writing, she explained: “It was a love of stories – it has a great tradition of story telling. And there is a certain pride that comes with seeing ‘finished’ stories as we don’t usually get that in newspapers.
“Papers try their best for accuracy but you are under tremendous pressure, and sometimes you are left with the sense that there is no conclusion.�

After a turbulent time at the Telegraph, Ms Sands went to work for the Daily Mail, based near her home in West London. But she was approached to join the magazine and return to her Telegraph stomping ground.

She said: “I used to work in Canary Wharf three years ago and never thought I’d be back.
“But it’s a joy, even though it is a financial catastrophe now!
“When I’m travelling to work I like to see people reading books on the Tube, and I’d like even more to see them reading Reader’s Digest as you get the same depth and resonance with it as you get with books.�

She feels that Canary Wharf, with its cosmopolitan image, is an ideal setting for the magazine.

Ms Sands said: “It has such a mix of people, unlike anywhere else in England. This sits nicely with our readers as we also have a great cultural diversity.
“And, although a typical reader might be a woman in her 40s, there are bits of the magazine that her husband, children and parents will also like.�

She also plans to focus much attention on the website, and sees tremendous potential for using it to link readers from around the world.

She said: “The spirit of adventure and optimism prevails even in difficult times like these, so it is a good time to do this.�

And her ambition for the magazine? “I would like to see Reader’s Digest on every kitchen table in the land.�