MEDIA: DAD - AN EXPERT'S VIEW. As a self-confessed baby bore, Andrew McGuinness is grateful for the arrival of Dad magazine

You've got to see them. They're absolutely beautiful. Ten months old now, amazing how time flies. They're twins, you know - Jessica and Ella. Photos of me scare my children but, thankfully, they take after their Mum.

Yes, I'm a new dad and self-confessed kid bore - isn't everyone with their first child? All babies look like Winston Churchill when they're born, but we're convinced they are the most exquisite things we've ever seen. I was therefore interested in a new magazine that's just come out, Dad. I mean, who's ever considered us dads before? It's always been Mother & Baby and Bumps & Babies.

It seems to make sense to have a magazine dedicated to my new obsession and I liked the fact they'd resisted the temptation to call it something tricksy - What Child? or Fatherhood Today may have not have been quite so alluring.

So what about the magazine? Well, it's beautifully produced (if a little thin), well-written and had a fair few articles that caught my eye, especially the kid kit article that showcased everything from hi-tech cameras to nappy stackers. And with two little blighters "performing" several times a day, it's sad but true that I was genuinely interested. There was also the "Are you ready to be a father?" quiz (I failed miserably) and, of course, the interview with "Britain's favourite dad", Mr Beckham. Dad is, apparently, going to be published bi-annually, which I think is probably a good call as finding sufficient compelling material more frequently could prove tough.

From an advertiser's point of view, it seems to make sense. A clearly defined target audience, linked attitudinally and, I suspect, demographically.

So for advertisers such as Land Rover, which is attempting to sweeten the bitter pill of dumping the two-door convertible for something a little more "sensible", it will be a hard-working environment. Similarly for Sony - a ready excuse to upgrade your electrical equipment being one of the hidden thrills of parenthood.

So, overall, a pretty good read that addresses a topic those other men's mags don't even attempt to cover. I was particularly impressed that they even managed to get the lads' mags stalwart of a naked "totty shot" in, even if it was rather worthily dressed up in an advice column from a midwife.

There is, however, one slight hitch with the whole premise - since we've had the babies I rarely get a minute to pick up magazines. Ah well ... did I mention that the girls are now crawling. What on earth will I do when they're walking?

When not on "dad duty", Andrew McGuinness finds time to be the chief executive of TBWA/London.

Publisher: ShowMedia

Frequency: Twice yearly

Cover price: £2 (also available free from ante-natal clinics)

Initial print run: 145,000 (rising to 300,000 for the spring 2004 issue)

Full-page colour ad rate: £5,000

Advertisers include: Land Rover, Dolce & Gabbana Junior, Armani Kids,

Sony

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