Show Media starts bi-annual magazine for new fathers

Peter Howarth, the former editor of Esquire and Arena, has launched a magazine title called Dad, aimed at new fathers.

Dad is published by Howarth's new publishing house Show Media on behalf of Fathers Direct, a national information centre on fatherhood.

The magazine provides new and expectant fathers with information on pregnancy, birth, paternity leave and family financing, as well as more general lifestyle features.

Dad's first issue is available to new fathers at the initial ante-natal scan three months into a pregnancy. The second issue of the bi-annual magazine, in September, will also be available at WH Smith and subsequent issues at other newsstands, priced £2.50.

The first 56-page issue includes interviews with Pierce Brosnan and David Beckham, and contributors include Tony Parsons and Miriam Stoppard. Dad's second edition is expected to be 132 pages, with increased numbers of advertising pages.

Advertisers in the first issue include Land Rover, Gap, Burberry and Sony.

Dad is edited by Jack O'Sullivan, a former associate editor at The Independent. O'Sullivan said that the title will be funded through advertising and ante-natal units buying copies in bulk. The autumn issue will have a print run of 145,000, including 20,000 on newsstands, rising to 300,000 with the third issue next spring.

Howarth said: "The issue with men's magazines is that they are general-interest magazines, but with Dad you know what the readers are looking for. They all need a bigger car and to invest in a whole load of new kit."

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