I don’t think I’ve ever personally read Country Life magazine. I thought I’d seen some copies of it stacked under my mother’s bed but, on closer examination, those were actually the unrelated Country Living. It was mentioned in the first couplet of the song “Middle Class is Magical” on the puppet series Mongrels. I’ve probably encountered references in many other places along the way without paying much attention.
Even so, I was fascinated to find on the BBC Archive channel a documentary from late 1996 commemorating the magazine’s centenary, which would come on 8th January 1997.
The film introduces an eccentric cast of characters: Among the magazine’s own staff are Professor Clive Aslet, the editor; Annie Tempest, the cartoonist; Caroline Featherstonhaugh*, the editor’s assistant; Clive Boursnell, the garden photographer; Jennifer Guerrini-Maraldi, the fashion editor and John Swannell, another photographer. Among the selected readers are Anne Heseltine (Michael’s wife?), former Liberal Party leader Sir David Steel, fashion designer Sir Hardy Amies, novelist Auberon Waigh, botanist Dr David Bellamy, drummer Roger Taylor and old married couple Harold & Norma Smith (“Look at this man with an enormous onion!”).
We get some insights into the production of the magazine: Tempest explains the background of her cartoon character Annie Tottering, based largely on herself. Boursnell goes on an excursion to a country house and parks his camper van in the grounds overnight, explaining that he must decline offers to stay in the houses themselves because he wouldn’t be able to find his way out at 03:30 when he needs to get shots of the summer sunrise. We then see him rushing about to find flags and filters. Guerini-Maraldi sets up a photoshoot involving her dogs, which is undeterred by rain.
Readers and staff both describe why they think the publication has enduring appeal: Waugh says it is “still exploring the almost-inexhaustible richness of England… you feel you’re more in touch with England through reading Country Life than any other publication.”; Vicki Naish says “It’s just lovely, it’s like Radio 4, it’s like The Archers, it’s really part of life.”
There is some discussion of the property section, in which country houses are advertised for sale. Steel says “This must be the only magazine where people read the advertisements before they read any of the content… you think, gosh, fancy these houses, they always seem to look absolutely spic and span.” while the Smiths comment that while they often love perusing the property section, they are thankful rarely to find anything so good it makes them want to leave their own home behind. Aslet is grateful for the photographs the sellers supply as it does much of the work for him in terms of the magazine’s visual appeal.
There is also some analysis of the nature of CL’s readership, which is perhaps more revealing:
- Aslet says they “really are wonderful people”. He also says “It’s a magazine which is about quality, and I suppose anyone who really seeks quality probably wants to find the means to achieve it as well so that means they need to find a away of paying for it”.
- Feathersonhaugh says “I think it’s a magazine for people who appreciate quality things in life who have a certain standard of living.”. When asked whose taste is represented she says “Any decent person’s taste, really.”
- Amies is asked if it is a magazine for snobs, and replies “Oh yes, thank God! It’s an upper-class magazine.”
- Guerini-Maraldi says “Our readers are A1, they can afford all sorts of clothes.”
When discussion turns to the frontispieces or “Country Life Girls”, Aslet rather sheepishly says they “are in their own way a kind of national institution. It gives a lot of people a degree of pleasure and I wouldn’t want to deprive them of that.” whereas Steel is more direct, calling the phenomenon “a sort of glossy, upmarket Page 3”, by which he refers to the notorious Page 3 of that notably downmarket paper The Sun. It all feels like a self-aware, affectionate parody of the magazine’s own audience. Certainly it’s a contrast to A Remembered Land, which skews much more towards the lower end of the rural class spectrum.
The most interesting part of the documentary is that is was filmed in late 1996, not far out from the general election that would see New Labour sweep to power. Tony Blair, then Leader of the Opposition, has a substantial appearance as Aslet seeks to interview him.
He notes that getting photographs of Blair in an agricultural setting at all was a rarity at that point. We see the Labour leader at a rally saying “Country Life, that’s very New Labour nowadays.” and then, after some laughter from the audience, “A recent poll said 95% said they were voting Labour. That’s rubbish I’m afraid but we’re working on it nonetheless.” which elicits more chuckles. When they sit down together Aslet brings up John Major’s famous “long shadows on county grounds” speech and asks what is Blair’s impression of rural Britain. Blair replies
Walking in the Scottish Highlands, out in Weardale, the country streams and hills and the beautiful villages there, the lovely countryside that I saw, it was really quite moving.
Aslet asks what landscape painting he would give to President Clinton. Blair’s response: “Everyone thinks of the traditional constable landscape. For me, I would give something a bit more rugged, I think.”
Before we actually see Blair, Aslet explains the rationale for including him:
Country Life is a Tory magazine, of course it is, but being Tory these days I think doesn’t necessarily mean that you support everything the Conservative Party does. Equally, of course, if the Labour Party was in power we would want to know what they think and I think it’s important to find out.
Given the political situation that exists today, it would be interesting to see whether the CL set are still with the Conservative Party. Have they jumped ship and, if so, in which direction? Do the owners of large homes in the countryside still have a natural home in politics? Only time will tell…
*Her name isn’t spoken during the film, but I presume it’s pronounced “fan shaw”.


