After a successful career in Fleet Street, where he was a senior executive on the Daily Mail, Sellers was brought to South Africa by Tertius Myburgh, then Sunday Times editor, to modernise the paper's appearance in 1975. This he did brilliantly and the paper enjoyed a growing success under his guidance in the 70s and 80s. He retired in 1987, returning to Britain.
He was author of two standard journalistic handbooks, Doing It In Style (reissued as Keeping Up With The Style) and The Simple Subs Book, which is regarded as a classic guide to popular journalism.
He also wrote Cooking With Love, which reflected his passion for food.