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Interview with Archie Mackenzie
Editor Scottish Field Magazine
Given the enormous diversity of issues currently
affecting Scotland’s countryside and all those
with an interest in it we felt it would be
topical to seek the views of one of Scotland’s
foremost journalists specialising in countryside
matters: Archie Mackenzie the Editor of Scottish
Field.
Archie Mackenzie has a strong West Highland
background. He is the son of bi-lingual parents
(English and Gaelic) and he was born and brought
up in Oban. He studied journalism at Strathclyde
University before becoming a reporter for
newspapers on the West Coast of Scotland. He is
a former consultant editor of The Oban Times.
Archie went on to edit Scottish World magazine:
a publication aimed primarily at expatriates. In
1994, following a change of ownership, he was
appointed editor of Scottish Field magazine
which subsequently moved its base to Edinburgh
and can now be found at the splendid location of
Craigcrook Castle.
Archie’s personal interests include music (both
piano and singing) and sailing – particularly
off his favourite West Coast!
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Alasdair Reynolds
and Archie Mackenzie
to gain some new readers.
I enjoy these events because it is an
opportunity to meet people and to get their
views on the magazine. It is very important to
keep in tune with your core market and the only
way to do that is to consult with them and to
listen to what they are saying. I would like to
think that by meeting as many people as possible
throughout the year I am able to keep the
content of the magazine in tune with the
aspirations of our readers and of course broaden
its appeal. To this end we also carry out
regular readership surveys, which provides us
with vital feedback on all aspects of the
magazine.
*Source EAD 2003
AR: Turning to some of the subjects mentioned
and firstly one dear to our clients’ hearts: the
property market – do you think the current
continuing strong market and upward trend in
prices can be sustained?
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AR: Would it be fair to say that Scottish Field
is almost an institution and occupies the
perhaps unique multi-faceted position of a
lifestyle journal focussing on both urban and
rural areas, and those issues such as culture,
property, tourism, fashion, wildlife &
field-sports, cooking and whisky?
AM: Scottish Field is
certainly an institution not only in Scotland,
but also all over the UK. Many of our readers
are country based and equally we have just as
many who are town and city dwellers. As we cover
a wide variety of subjects we endeavour to cater
for both urban and rural tastes in our writing.
As we also consider our readers in the United
States, Canada, South Africa, Australia New
Zealand, the Middle East and Europe we always
ensure that we present a true flavour of life in
Scotland today.
AR: Who are your readers? Does the readership
encompass as broad a church as the content of
the magazine? Have you any plans to broaden the
readership perhaps to include a greater number
of younger readers?
AM: The readership of
Scottish Field is calculated to be around
85,000* in the 35 plus age group. Each year we
have a stand at the Royal Highland Show, Scone
Game Fair and at Moy Game Fair near Inverness.
This way we have an opportunity to meet many of
our loyal
supporters and of
course
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Do you have any views on the difficulties facing
first time buyers? Do you think the demand for
second homes in the countryside is sustainable?
AM: I think the strength
at the top end of the market can be sustained
for the time being as demand very much seems to
outstrip supply. People are still reluctant to
sell, waiting for the market to increase further
so very few top end homes are coming on the
market. However, lower end and city property
prices seem to have stopped rising so steeply. I
think that the buy to let market is on the way
to saturation point which of course leads to
less over inflated prices.
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