WV Publications conceives New Baby after closing Baby

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.

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

35,000.



The 132-page glossy monthly will carry between 40 and 44 pages of

advertising in categories such as baby food, babywear and

supermarkets.



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.