What maketh The Lady? Rachel Johnson talks

In its 124 year history, Britain's oldest weekly women's magazine, The Lady, had changed very little. But with a circulation of just 31,000 and an average readership age of 70, it was struggling. Help arrived last September in the form of Rachel Johnson, columnist, author and sister of Boris, who was appointed The Lady's 9th editor in a bid to breathe new life into its fusty pages. So what's it like to work at this British institution? How are its fortunes being turned around? And what does it mean to be a lady in today's world? Rachel Johnson reveals all.

You took over as editor of The Lady magazine this September. How are you finding it so far?

A total blast. I love being an editor. It's huge fun asking great writers to contribute, picking images and cover stars and plucking out some of the plums for myself (ie interviewing Julie Andrews).

The Lady has had rather a fusty image for the past few years. How do you hope to attract a younger readership?

By offering them timelessly good writing, and staying clear of the celebrity tat they can get everywhere else, and giving them stacks to read and enjoy every week as well as a real woman (ie over 40) on the cover.

Ben Budworth, the publisher, approached you about the position of editor at The Lady. What was your initial reaction when he first got in touch?

Shock and amusement.

Why do you think you sprang to mind as a good candidate for the job?

The mind boggles. Lord only knows.

What do you think gave you the edge over the other 21 candidates going for the post?

I wanted it more than they did.

The position attracted some high flying applicants and there have only been eight editors in the magazine's 124 year history. Why do you think it is such a covetable role?

Because it is a unique English institution which had seen better days and was therefore a hugely exciting proposition with bags of potential upside for anyone who loves magazines and a challenge.

What did Boris think when you told him you had accepted the position?

That I was crazy.

Describe the offices at The Lady.

A multi-floored timecapsule of cream and eau-de-nil paint, twisting staircases, frowsty reception rooms, and an entrance that looks like a cross between an undertakers and a pub.

Until recently, staff at The Lady used to be given two freshly laundered hand towels each morning. What traditions such as this still make The Lady an unusual place to work?

The receptionist Ros has a voice of fluting gentility and callers say that it's like being taken back in time to a more refined age when they ring. We also do a serious tea in the afternoon with china cups and walnut cake.

What do you think it means to be ‘a lady' in today's world?

Anyone can be a lady - it's a question of attitude not age, behaviour not breeding or birth. About putting others first, not the me-generation...

Do you consider yourself to be ladylike?

Yes in that I hate rudeness. No in that I am a terrible slob and untidy.

Which lady, living today, do you admire and why?

I admire lots of them, but it has to be Debo, Duchess of Devonshire, for her humour, style, panache, eye, and entrepreneurialism and completely fearless and elegant approach to life.

What is going to be your biggest challenge as editor of The Lady?

Raising the circulation and keeping the old girl afloat.

You've published three books mocking the ‘yummy mummy' lifestyle. Would you like to write another and, if so, what would it be about?

I am writing two books - one about The Lady, and a novel set in Germany in the mid-30s.

Do you shop online? What is your favourite website?

www.theoutnet.com

14 Jan 10