Mums & Dads is the only free regional magazine for parents that combines local information with in-depth analysis on issues of importance for parents and carers of children from birth to 12 years of age. The publication is full colour, A4 format. It circulates in the residential areas of Stockport, Trafford and Manchester (M1, M13, M14, M19, M20, M21, M28, M31, M33, M41, SK1, SK2, SK3, SK4, SK5, SK6, SK7, SK8, SK9, SK10, SK11, SK12, WA14, WA15, WA16) and works closely with local educational, cultural, health, leisure and consumer organisations.
Circulation, Distribution, Readership
M&D is a growing magazine with a current circulation in excess of 20,000 copies and an estimated readership of 60,000 people. It is aimed at families with a high disposable income and the focus on parenting. The typical M&D reader is 30 plus, a home owner, has 2 children between the ages of 0-11, and may be pregnant. She/he has regular help with children, enjoys family outings, takes very seriously health and education of the children and finds M&D an invaluable source of information. Mums & Dads Magazine is distributed primarily through schools and nurseries, playgroups and activity classes, libraries and shops, doctors’ surgeries and baby clinics. In some distribution points (primary schools, nurseries etc.) the magazine is given directly to parents or put into children’s bags to be carried home. In others (shops, leisure facilities etc) it is on display, read on the spot and taken home later. Distribution is highly targeted and thoroughly controlled, so wastage is very limited. (List of distributors is available on request.)
Targeting the right audience in the right way at the right time
The schedule of M&D distribution is linked to school holiday time. Parents receive the publication at the beginning of the academic year (Autumn Issue), before Christmas (Winter Issue), before Easter (Spring Issue) and Summer holidays (Summer Issue). With sections such as Events Watch, Recipes, Useful Contacts, Competitions M&D has a very long shelf life. Thoughtful and thought-provoking articles encourage parents to return to the publication time and time again. That in turn gives our advertisers a higher probability that their information will be noticed.
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