IPC and Emap to join forces in launching parenting exhibition

Setting aside their magazine rivalries, IPC and Emap are teaming up to launch a parenting exhibition - The Babies 2 Kids Show.

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

title.



’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

show.



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

target parents.



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.’



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