IPC Targets New Parents With TV Tie-Up

IPC’s Practical Parenting has signed as the sponsor of the Baby Channel’s twice daily Pregnancy & Birth programme in order to widen its reach.

The programme airs between 10-11am and 4-5pm, featuring advice from leading obstetricians and midwives on healthy pregnancy. The programme also provides practical tips from recent new mums on what to expect.

The 10-month sponsorship will see Practical Parenting branding on the programme’s opening credits and break bumpers. The magazine will also feature display advertisements for the Baby Channel during the sponsorship.

The tie up is intended to reflect Practical Parenting‘s mission to help parents and enjoy the challenges of parenthood.

Commenting on the promotion, Practical Parenting publisher, Ilka Schmitt, said: “The Baby Channel is an ideal partner for Practical Parenting and these programmes share the magazine’s commitment to supporting parents with friendly, expert advice.”

Leon Hawthorne, the Baby Channel’s chief executive added: “The Baby Channel is very happy to be working with Practical Parenting. This is the ideal relationship between a broadcaster and a magazine that targets the same audience. We hope this is the first of many other collaborations between us.”

The parenting sector has seen increased attention from publishers in recent months, with Emap announcing specialised research into the sector through its imum programme.

The publisher has also held free seminars to promote understanding of the “imum generation”, building on its research with QuickWise Brand Research and provide fresh insights into the UK’s changing parenting market (see Emap Seminars Offer Insight Into Parenting Sector).

IPC Media: 0870 4445000 www.ipcmedia.com