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Matt Swaine

Mr Matt Swaine

Position: Honorary Lecturer and
Editor, Trail magazine – Bauer Media


Telephone: +44(0)1733 468363




Matt taught at Cardiff University from 2003 – 2006 on the Postgraduate Diploma in Magazine Journalism and helped set up and run the practical magazine strand on the MA in International Journalism.

He left the department after three academic years to edit Trail, the UK’s best-selling hill-walking magazine.

As an employee of Bauer Media, he uses his background in editorial training to deliver a range of courses in news and feature writing to working journalists on a host of specialist magazine titles.

Specialist magazines require a fundamentally reader-centred approach: one that intimately understands reader needs and is able to define their audience by their interests, hopes and fears rather than straight demographics. This is the most effective way to deliver strong covers with wide appeal and features with real impact, and this forms the cornerstone of Matt’s approach to editorial training.

Matt’s experience of specialist publishing includes writing for Trail, Guitarist, Country Walking, Cycling Plus, Total Guitar, Mother and Baby, Songlines, Sunday Times Travel, Record Collector, Period Living and Spanish magazine.

He is very interested in the way magazine brands can migrate to the web and form online communities that benefit the magazine. He is currently editing the that sits alongside Trail and Country Walking magazine and in the 90s he set up and edited two guitar websites –

When he’s not walking, Matt can most often be found on his bicycle or playing his ukulele… sometimes both at the same time.

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