Fully 70% of Canada’s eight million parents don’t currently read parenting magazines. That’s the consumer insight that prompted the venerable Family Communications publishing group to come up with a new concept for ParentsCanada magazine, which will debut in March with advertising opportunities for a broad range of brands.

Publisher Jane Bradley says her magazine will address the facts that ‘there is an under-served audience of once-upon-a-time singles who didn’t lose their edge when they became parents, and that the definition of ‘family’ is changing.’ Thus, with input from the publisher’s 1,700-member parent board of advisors, stories will include advice on raising children from experts including medical practitioner and editor Dr. Marla Shapiro, but also focus on the lifestyle of parents. With an initial circulation of 120,000 and a cover price of $4.95, the magazine will be published quarterly in 2007, graduating to six times a year and then monthly in the future.

‘Obviously, the core children’s products will be relevant advertisers in ParentsCanada,’ she explains. ‘But beyond that, parenting magazines have proven to be a successful vehicle to reach women – and therefore our magazine will appeal to any product and service that’s important to women, from cosmetics to financial to automotive.’ As well, a percentage of all advertising sales will go to children’s charities, with acknowledgement of advertisers’ contributions.

Bradley points out that the new magazine already has a jump-start thanks to a well-established website, plus Family Communications’ solid infrastructure. In the parenting arena for 58 years, the company already publishes The Baby and Child Care Encyclopedia, Best Wishes, Mon Bébé, Expecting, C’est Pour Quand? Labour and Birth Guide, Naissance and Baby’s First Years.

www.parentscanada.com