Bauer readies Mother & Baby TV

Bauer Media is to launch a parenting TV channel carrying the name of print magazine Mother & Baby as it continues to extend its brands across multiple platforms.

/h/e/e/MotherandBabyMag.jpg

The channel will launch in January across Bauer’s parenting portal Askamum, as well as on YouTube and social networks.

French food brand Danone, which has signed a partnership deal with the new channel, will also feature the channel’s content on its infant websites.

Mother & Baby TV will feature videos about parenting issues, including breastfeeding, vaccinations, bathing, weaning and car safety.

Mother & Baby is the UK’s leading parenting title with a circulation of 53,399, according to the latest magazine ABC figures.

Rimi Atwal, publisher of Bauer’s parenting portfolio, says the launch of the channel offers advertisers “an integrated solution” to marketing and communications.

“Video is an extremely adept and effective way of conveying much needed practical skills while using real mothers to create a sense of inclusivity,” she adds.

The news follows the September launch of fashion channel Grazia TV, in partnership with cosmetics brand Estée Lauder.

Last week, Bauer announced the launch of Bauer Access, a new programme of connecting advertisers with its editors and producers to forge new commercial and content partnerships.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now