Mama Mag goes live, an online lifestyle magazine, is being launched today (Tuesday) as a destination site for cash-rich but time-poor mothers. It claims it will target “the woman behind the mother”.

The magazine will be available initially online after research found a high level of internet use in ABC1 mothers when they are first at home with children. More than 80% of women with children aged 0 to 4 years old use the internet.

Nicola Thomas, publisher and editor, says: “We noticed that the woman behind the mother is neglected and wanted to offer her a glamorous and good humoured alternative to the traditional parenting title.”

As well as featuring content on fashion, beauty, well-being, shopping, family and kids, and celebrities, the site will also include a section called Local Mama that will focus on communities. Mamapages, a directory of 32 categories listing local businesses and suppliers, will also be linked to Local Mama.

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