Highbury House subsidiary WV Publications is closing Baby magazine
and replacing it with a new title New Baby, aimed at mothers of new-born
babies up to nine months old.
The April issue of Baby will be the last. New Baby hits the newsstands
on 6 April with a 120,000 print run and a settle- down sales target of
The 132-page glossy monthly will carry between 40 and 44 pages of
advertising in categories such as baby food, babywear and
Ads will be sold by group ad manager Mike Merrifield and a team of five,
who also sell across WV’s other parenting titles - Pregnancy and Baby’s
Best Buys. The target audience is first-time mothers aged 18 to 39 and
40 per cent are expected to be ABC1.
Publisher and editor Dan Bromage said WV had decided to refocus on
first-time mothers of younger babies who need information on looking
after their child.
Baby focused on a broader age range of children and was positioned
against Emap’s Mother & Baby. Bromage claimed no other title had New
Baby’s focus and that the tone would reflect the average age of
first-time mothers, which is 29 to 30.
WV has also announced that its women’s hair and beauty magazine Total
Style is to increase its frequency to monthly, and the recently launched
Aromatherapy is to go quarterly.