2 minutes with: Julia Goodwin, editor, Prima Baby

Tell us about the redesign. The magazine has a fresh, contemporary look, and there are more words and bigger pictures.

We also have new experts on board, including a child psychologist, a dietician and an obstetrician, so the magazine has more authority.

You've changed the publishing date too.
Magazines are being released so early that readers are reading about Valentine's Day at the beginning of January. We're making it easier for them by going on sale just a few days before the cover month.

What else is new?
We have an 'All About You' section, dealing with emotional issues such as work/life balance, childcare and relationships. At the end of March our website will relaunch, giving readers more opportunity to ask our experts.

How could PROs make life easier?
Mothers read Prima Baby during pregnancy, babyhood and the toddler years. Most will spend at least £1,500 before the baby is even born, so prams, high chairs, maternity bras and so on are always of interest. Every month we have a fashion shoot with maternity and ordinary clothes. But we get a lot of information from PROs that we could do without, about things for older kids or household products.

Do you use celebrity mums?
Yes, but we wouldn't do cosy chats for the sake of it – it would have to be relevant to a subject we are talking about. Melinda Messenger did an interview about her post-natal depression, for example.

How and when should PROs contact you?
We work ten weeks ahead, so as early as possible. In some cases send releases to several editors – some products could go on news, or on our toddler page. Mark anything for me 'for the personal attention of', or I won't see it. A good-quality, easy-to-open digital picture will say a thousand words.

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