Setting aside their magazine rivalries, IPC and Emap are teaming up
to launch a parenting exhibition - The Babies 2 Kids Show.
The alliance brings together four of the publishers’ magazine brands -
IPC Southbank’s Practical Parenting and Expecting Our Baby with Emap
Esprit’s Mother & Baby and Pregnancy & Birth.
Sue James, publishing director of the IPC titles, insisted the show
would be fully integrated with no separate areas devoted to each
’It’s an opportunity for the magazines to come alive but the important
thing is make sure Babies 2 Kids becomes a strong brand,’ she said.
However, she also said the opportunity to promote and extend her
magazine brands was equally as important as turning a profit on the
The consortium is recruiting a show director, organiser and two sales
executives. Their efforts will be overseen by a six-person committee
that will include James, Southbank managing director Colin Reeves-Smith
and Esprit managing director Tim Brooks.
The exhibition, which will run over two days in April 2001 at Earl’s
Court, is expected to attract 20,000 visitors. James said the show’s
theme would encompass interactive entertainment for all ages.
Topics such as health, clothes, finance and food will be covered,
providing opportunities for new advertisers who would not normally
Brooks said the idea of a partnership was triggered by Nikki Brown,
publishing director of Esprit’s parenting titles. He added: ’Teaming up
will give our customers the best possible service.’