Former regional newspaper man and Lancashire Life editor Roger Borrell has spoken to magazine journalism students at the University of Central Lancashire.
Masters student Tara Hounslea, describes the editor's visit to the Preston institute:

Roger relished the chance to talk to the students and pass on the wealth of his knowledge and experience.

He was born in Urmston, Manchester, and started out in newspapers, rising to become editor of the Birmingham Evening Mail and the Lancashire Evening Post.

Lancashire Life is part of the Archant Group, a family firm based in Norwich, which has over 50 glossy titles.

He asked the group if they were regular readers of Lancashire Life and said: "It is not aimed at you. It's far too posh for you and far too old!"

Roger said: "It is the localness of the magazines that make them unique.

"They are successful because they portray them in a positive way.

"Although some critics argued they were the bland leading the bland."

When he arrived at Lancashire Life, he described the magazine as very formulaic and old-fashioned.

He said the design was more a vehicle for advertisers than focussed on the readers.

And, in his opinion, advertising and editorial was not a chicken-and-egg situation. The editorial should always be top priority to have credibility with readers.

The editorial team conducted extensive market research and found that readers wanted a positive outlook of Lancashire, coverage of locally-produced food, the inclusion of the Lake District and less property advertising.

The magazine, which relies heavily on property advertising, used to feature it at the front of the magazine. Gradually they have moved it further back through the publication allowing more prominence for features.

Roger explained that instead of a dramatic rebranding, because of its more traditional and conservative readership, they employed an organic, gradual change.

There was concern that if the magazine appeared completely different, readers would fail to recognise it on the newsstands.

They altered the design and spent more time on presentation, typefaces and photography. But they decided not to announce the change as "new" because usually change is seen as bad.

They have received a positive response with circulation on the increase and, in 2007, Lancashire Life was named the UK Regional Magazine of the Year.

But Roger maintains the importance of being a hands-on editor.

He said: "I read almost all the copy that goes into the magazine and am forever making changes or altering headlines. That's why I'm so grey and have so little hair."