IPC Extends Practical Parenting Brand

IPC is extending its Practical Parenting brand with the publication of a one-off special edition called Buying for Baby.

The 116-page glossy, which launches next month, will be aimed at mums-to-be and is intended to be a consumer reference guide to the best baby products on the market. Jayne Marsden, editor in chief of Practical Parenting, which saw circulation drop by 1.5% to 56,501 in the latest ABC results, said: “Buying For Baby is crammed with products prospective mums need for their brand new life with their babies. We’ve done all the hard work to make choosing and buying as easy as possible for our readers.”

The launch of the spin-off title could be seen as a sign of confidence from IPC, which announced plans to cut 118 jobs last December (see IPC Confirms Job Cuts). BBC Worldwide and Emap have both announced closures in the wake of last week’s ABCs. The former folded its monthly teen magazine Live & Kicking after the title saw a 41.7% decline in circulation (see BBC’s Live & Kicking Gives Up The Fight) and the later called time on its hair and beauty title Celebrity Looks (see Emap’s Celebrity Looks Fades Away).

IPC Media: 0870 4445000 www.ipc.co.uk

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