Circulation: growing. Profit to date: some, at last. Hours: still insane.

We dodged a bullet.

Despite decades working for IPC (“The Ministry of Magazines”), when we left and launched our tiny niche-within-a-niche quarterly in 2012 we shunned the newstrade. We were way too specialist to take up shelf space in WH Smith.

So we found less conventional shop windows, and sold our print and digital issues mainly via our website. Now, while Covid-19 decimates magazines relying on newstrade custom, our copy sales during lockdown are up 12 per cent on spring last year.

For now, we are the lucky ones.