The Daily Mail Group is to launch a consumer magazine in March that will
claim to be the first title that is aimed at the whole family.
Family Fun will be launched at the Daily Mail Ideal Home Exhibition. It
will be bi-monthly with plans to go monthly in January 1998, have a
launch print run of 190,000 and will look to secure a circulation of
With a cover price of pounds 2.50, Family Fun is aimed at families with
children in the four- to 12-year-old age range. The sales operation is
being handled by Amra.
The concept of a family magazine is a new one in the UK and is based on
the successful US model, where the titles, Family Lifestyle and Family
Living, have thrived.
Deborah Frazer, publisher of Family Fun, said: ‘It crosses over with
Family Circle and She, but only loosely because there isn’t a market at
the moment. There are 10.2 million people with children in the four- to
12-year-old age group and there are five million ABC1 parents, which is
the market we are aiming at.’
A listings element will sit at the heart of the magazine, centering on
60 pages of suggestions for days out and other activities. A further 69
pages of editorial will feature children’s fashion, books, food,
educational features, DIY, family finance, holidays and family games.
Children will get their own 16-page pull-out supplement called FF, which
will include puzzles and cartoons. The launch of the magazine will be
backed by a promotional campaign in the Daily Mail.
Fiona Smedley, a media planning director at Universal McCann, said: ‘I
was surprised how good it was. It is a tough market to break into but it
is the listings idea that will get this up and running.’