Mothercare unveils customer title

Mothercare is launching a paid-for customer magazine produced by a newly formed contract publishing house.

Mothercare is launching a paid-for customer magazine produced by a

newly formed contract publishing house.

Mothercare Magazine, a 132-page bi-annual glossy aimed at pregnant women

and mothers with an average age of 28, will be sold for pounds 2 in all

261 Mothercare stores from 7 February. It comes with a free catalogue

which usually retails for pounds 1.

The magazine is published by a new company called Daniel Scott

Publishing, which was set up by two ex-IPC and Gruner & Jahr women’s

magazine editors - Kim Sullivan and Jenny Hulme.

Daniel Scott takes its name from the children of Sullivan and Hulme.

The editors have previously worked on Practical Parenting, Our Baby,

Woman, Prima and Best.

It represents a significant coup for Sullivan and Hulme, who formed the

Chester-based company last summer. After researching and presenting the

idea to Mothercare, they were awarded the contract without being asked

to pitch against other rival publishers.

The pair claimed the magazine will differ from other parenting titles

and will be a ’quality and caring’ read.

Aside from practical guidance to pregnancy and motherhood, Mothercare

Magazine will help pregnant women deal with their feelings and


The first issue carries 19 pages of ads - including Heinz, Fiat and

Yoplait - sold by sales house Fusion.

The decision on whether Fusion will continue to sell the advertising for

the magazine will be taken by Mothercare shortly.

Mothercare is predicting it can sell the entire print run of 175,000 but

sales will determine whether it goes ahead with a second issue.

The retailer claims that 96 per cent of first-time mothers visit one of

its stores and hopes the magazine will help give the company a more

modern image.


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