Tuesday, September 12, 2006

New title for parents enters a crowded field

The parent/family category will be somewhat more crowded, and competitive, with the launch this March of ParentsCanada magazine, from Family Communications. It will be going up against (among others) national titles like Rogers's Today's Parent and St. Joseph's recently relaunched Canadian Family.

Family Communications claims in a story in Media in Canada, that 70% of Canada's eight million parents don't currently read parenting magazines. They clearly feel that this leaves lots of room for their new publication.

Publisher Jane Bradley says "there is an under-served audience of once-upon-a-time singles who didn't lose their edge when they became parents, and that the definition of 'family' is changing."

Initial circulation will be 120,000 with a cover price of $4.95; the magazine will be published quarterly in 2007, with plans to move to six times a year and eventually monthly.

Bradley points out that the new magazine already has a jump-start thanks to an already-established website, plus Family Communications' experience. The company has been publishing in the field of parenting for 58 years, with such titles as The Baby and Child Care Encyclopedia, Best Wishes, Mon Bébé, Expecting, C'est Pour Quand? Labour and Birth Guide, Naissance and Baby's First Years.

Family Communications also publishes Today's Bride and operates CanadianBride.com. ("First comes love, then comes marriage, then comes baby..."


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