Publishing will launch the Indian version of parenting magazine Mother & Baby by the end of March 2008. Mother & Baby is part of the EMAP Group, a British media company, specialising in the production of magazines. EMAP has a portfolio of more than 200 brands that inform, entertain and connect communities.
Mother & Baby is a 50-year old brand and has a readership of 6,74,000 in the UK alone. The magazine claims to have a market share of 44 per cent in the category in the region. It is also published in Australia, Singapore and Thailand.
Priya Pathiyan of The Sunday Times, of The Times of India Group, has been roped in as the editor for the magazine. She has close to 10 years of writing experience in journalism. She started her career with The Free Press Journal and joined The Sunday Times three years later. She has been with The Sunday Times for close to seven years. Her bylines were seen frequently in the lifestyle supplement, Life, of The Sunday Times.
The target audience for Mother & Baby will be expectant and new mums in the SEC A+, A and B segments. The content will cover topics such as real life after pregnancy, health issues, toddlers, breast feeding, travel, advice on labour, and recipes for baby food. The magazine will cover specific cultural and geographical mother and child issues with respect to India. The ratio of international versus Indian content will be 50:50.
The magazine will be in the price range of Rs 50. The initial print run is expected to be at least 50,000 copies. The magazine will be marketed in 15-20 cities in the country and will have 120-160 pages.