MEDIA: PRIMA BABY - AN EXPERT’S VIEW. Tired but happy, new mum Jane Hallion finds time for Prima Baby between feeds

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.

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

saver.



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

years.



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

whole magazine.



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

reader.



Jane Hallion is the mother of Lily, the new daughter of Campaign’s news

editor, John Owen.



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