NatMags to axe mothers’ magazine ‘M’

The National Magazine Company is axing its magazine for mothers with pre-teenage children, M, only a year after it was launched.

The title was introduced as a quarterly in May last year with a print run of 150,000. It later went bi-monthly.

NatMags managing director Terry Mansfield says: “Unfortunately the parenting magazine market has not developed at the rate we had hoped.” He adds that M staff will be given jobs within the company, where possible.

The magazine, which was aimed at 25- to 45-year-old ABC1 mothers, was designed to be a hybrid of traditional parenting titles and lifestyle publications.

Editorial subjects included fashion, homes, food and shopping, as well as more serious articles on issues such as adoption and therapy.

A NatMags spokeswoman says the magazine may relaunch in an evolved form next year but will give no further details.

NatMags is merging its parenting division into the Good Housekeeping operation.

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