Prima Baby To Go From Bi-Monthly To Monthly Editions

Natmags has announced that Prima Baby, the parenting magazine launched as a brand extension of Prima in 1996, will move from a bi-monthly to a monthly as from the April issue which went on sale on 5 March.

The title was one of five acquired by the National Magazine company in July last year when it bought up the UK magazine assets of Gruner + Jahr (see NatMags Grabs Gruner and Jahr). A review of the market later in the year brought the decision to merge Natmag’s Good Housekeeping Having A Baby with Prima Baby as the latter was the more established of the two and associated with the Prima Baby Show live event (see Natmags Merges Baby Titles).

The magazine, which retails at £2.50, currently enjoys second position in the market, behind Emap Esprit’s Mother & Baby, having seen a year on year circulation increase of 10.6% in the July-December ABCs, reaching 58,000. Fiona Marcar, Prima Baby’s publishing director said, “The magazine is making its well deserved and eagerly awaited debut as a monthly and will be heavily supported with a range of promotions throughout the year.”

Natmags: 020 7439 5000 www.natmags.co.uk

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