Anyone out there who thinks that having a baby means bunking off
work for a few months, putting your feet up, swooning over Kilroy and
reading all your favourite magazines is obviously not a parent, probably
still single and most definitely a man.
It could be that they also work in publishing because the thing about
producing a parenting magazine on a monthly basis is that it presupposes
mothers have the time to read them.
Prima Baby is different because it’s quarterly. That said, for my money,
each of the three issues so far have contained at least as much useful
information as three issues of any monthly I have seen.
The editorial is also presented in a way that understands the time
constraints on mums. The obsession with numbers - 24 breast and bottle
feeding success stories, three foods that could kill your unborn baby
etc - is comical, but it’s also eye-catching and makes for easy reading
between feeds. The consumer guides to baby basics are also a great time
Prima Baby’s style is more akin to that of the parenting books I have
read than to other magazines on the market. It’s informative and
intelligent, covering subjects that may not be immediately relevant but
which I may well want to refer to in a few months or even a few
With rivals such as Mother & Baby and Practical Parenting, there may be
articles I’d want to cut out, but with Prima Baby I’ll be keeping the
It’s also less commercial - not necessarily the sort of thing that might
recommend it to readers of Campaign, I know, but appealing to me as a
Jane Hallion is the mother of Lily, the new daughter of Campaign’s news
editor, John Owen.