Moms relax with magazines

Moms turn to magazines to help them relax more often then any other platform, according to a study by The Parenting Group, a U.S. research firm. Its 24/7 MomConnection study says that in a typical week 88% of moms have read a magazine, compared with almost 100% of moms who have watched TV, been online, listened to the radio or received a direct mail promotion; 91% of moms shopped at a retail store; and 86% have used a cell phone. (Only 33% have watched video-on-demand, 32% have read a blog, and 17% have listened to an iPod.)

Jeff Wellington, Vice President and Group Publisher of The Parenting Group, said "We... needed to go beyond conventional audience and engagement analysis to demonstrate the specific ways that moms use media differently than any other demographic."

The Parenting Group is a joint venture of the publishers of Parenting and Baby Talk magazines.