EMAP axe to fall on Parents mag

EMAP Elan is closing its Parents magazine this autumn. The title is the second to shut in the highly competitive parenting sector in less than a month, following The National Magazine Company’s decision to drop “M” (MW July 8).

Parents magazine was aimed at parents with children aged up to four years old. The September issue will be its last.

A statement from EMAP says: “During the past year it has become apparent that there is not a market for an older parenting title and that the need is largely for magazines focused on pregnancy, birth and babies’ first year.”

EMAP also publishes Mother & Baby and Pregnancy & Birth as well as a special edition of Mother & Baby which is distributed through hospitals. The company says it will continue to invest in these titles. It is also working on new products and services aimed at pregnant women and new mothers.

Media consultant Jackie Almeida comments: “In the past five years the parenting market has exploded and it is very cluttered and highly competitive and there’s only so many readers.

“But this is a vital market because the audience needs information. It may be that these titles did not hit the mark or that they failed to adapt.”

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