MEDIA: Beach ups the baby mags stakes

Junior, the parenting magazine produced by independent publisher Beach Magazines, is to appear monthly from August. From its launch in February 1998 until now, Junior has been published every other month.

Junior, the parenting magazine produced by independent publisher

Beach Magazines, is to appear monthly from August. From its launch in

February 1998 until now, Junior has been published every other

month.



The move heightens competition between Beach Magazines and the National

Magazine Company, which is due to take its bi-monthly, Good

Housekeeping’s Having a Baby, monthly in August as well. Having a Baby

was first published in 1994. When Junior launched two years ago, NatMags

launched its own parenting lifestyle title, M, but the magazine folded

last year.



Beach, whose only publication is Junior, claims the magazine has a

circulation of 50,000. It has attracted advertising from top brands such

as The Gap, Ralph Lauren, Diesel, Baby Dior, Harrods, Volvo and Jigsaw

Junior. Junior was launch edited by Chris Taggart, who founded Beach

Magazines. In 1999, deputy editor Catherine O’Dolon took over from

Taggart as editor.



Taggart says his magazine will not compete with Having a Baby, because

it does not cover birth. He added: ’Over the last two years we have

shown that parenting magazines don’t need to be down-market.’ Junior is

deliberately aspirational and aimed at parents with ABC1 incomes.



Taggart is a former editorial director of Attic Futura, where he

launched its teenage girls’ magazine, Sugar.



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