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