While new media busies itself with targetting children on the internet (see
The parenting magazine market is not what you would describe as blooming. Practical Parenting, the monthly title covering pregnancy, birth and childcare, has seen a decline in readership over the last five years, down from 109,000 in 1995 to 77,000 in its last ABC audit. Right Start, the bi-monthly on development and education for 1-7 year olds, has kept its readership more steady, but only achieves a circulation of just over 40,000.
ClassAct, a monthly title with a cover price of £2.40, is to have an initial print run of 140,000. Jasmine Knott, editor of the new title, explained this confidence: “[Horner & Co] produce a school starter kit for Tesco which goes out to all parents with children starting school. Last year we produced about a million of these and we have around 20,000 schools on our database. The feedback from parents and teachers has always been ‘why isn’t there more like this?’ Having put ClassAct together we’ve had a huge positive response.”
The magazine is described as a lifestyle title for parents of 5-12 year olds and will include editorial on educational issues, health and family, fashion, beauty, nutrition and leisure. “We’re trying to cover things not covered apart from perhaps in educational magazines, which don’t tend to be very friendly to readers.” says Knott. She also points out that most parenting titles are aimed at mothers. “We’re trying to include fathers as well.” she says, “We definitely want to bring in the male point of view, even in fashion and beauty pages there’ll be something for men.”
This broad spectrum for readership and editorial means that Knott is reluctant to name the demographic for the title. “A parent is a parent. We’re aiming at the parents of all 10m children at primary and junior schools.” Advertisers are set to be equally broad-based “We’ve already got the Proctor and Gambles of this world, which we’re pleased about.” says Knott. “But we’ve also had interest from the educational sector.”
More commercial interest comes in the form of competitions which the magazine intends to feature regularly. Dorling Kindersley has already signed up for a “Books for Schools” competition, Packard Bell will give computers for schools and Dunlop/Slazenger sports equipment. Reader giveaways are also lined up, with names including Hush Puppies and Boots.
ClassAct will launch on 13 July, supported by a direct marketing campaign of 4 million leaflets distributed to schools and a voucher in 500,000 Tesco Schoolzone starter kits.
Horner & Co: 01392 206278
