NextGen Publishing will be launching ‘Mother and Baby’, a UK-based parenting magazine from the EMAP Group, by the end of March 2008.
Commenting on the company’s plans to launch ‘Mother & Baby’ in India, Amit Tiwari, Product Head, NextGen Publishing, said, “We believe there is no magazine in India that is dedicated to parenting, and which addresses issues and problems faced by women during pregnancy. The magazine is tried and tested in other markets like Singapore, Thailand and Malaysia, and we believe that this concept will work in India as well.”
On the marketing side, the magazine has appointed Madison as their creative agency, which will be responsible for conducting all below the line activities for the brand. Ads on the Internet and outdoor media would be rolled out once the magazine reaches the launch phase. The target audience for ‘Mother & Baby’ would be expectant and new mothers in the SEC A+, A and B segments. On the distribution front, the magazine would be available across 15-25 cities in India.
Tiwari informed that the Indian edition would comprise 50 per cent of localised content, designed specially keeping in mind the problems faced by Indian women in childcare and pregnancy matters.
Priya Pathiyan, formerly of ‘The Sunday Times’, is the Editor of ;Mother & Baby India’. She said, “We are in the process of building up the editorial team here in Mumbai. Our content plan includes experts’ columns, insightful reports on life before and after pregnancy, baby food, toddlers and other several topics related to mother’s and baby’s health.”
The magazine would be priced at Rs 50 and would have an initial print run of 50,000 copies. The magazine would be marketed in 15-20 cities in the country and would have 120-160 pages.