Pacific’s Practical Parenting magazine today (10 April) launches its range of baby and toddler wear and accessories through Kmart stores, in the latest push by magazine companies to claim a stake in the burgeoning parenting market.
Practical Parenting partnered with Global Brands Group to create the line of babywear and worked in close consultation with Kmart to ensure the range appealed to its target consumers, publisher Nicole Sheffield said.
“Practical Parenting has built its reputation on the integrity of its editorial, so brand equity is paramount to the babywear and accessories range,” Sheffield said. “We believe customers will be reassured they are getting real value for money and high-quality product when they purchase the Practical Parenting range.”
The launch of Practical Parenting’s brand extension coincides with ACP’s announcement of a cross-platform parenting group headed by Australian Women’s Weekly editor Deborah Thomas.
ACP’s parenting group will consist of six magazine titles, including former Emap titles such as Mother & Baby and Pregnancy & Birth, as well as Bounty hospital sample bags, in-hospital television and a website hub, and will aim to be “the most comprehensive source of parenting information in the country across multi-media channels,” said a statement.
ACP will be conducting parenting presentations for advertisers in Sydney, Melbourne and Brisbane in May.
What does that mean for Lensmasters?
I’d say that there will be large spill-over from people reading magazines to searching for more information on the net. Or… magazines are known for researching their information online. If you have lens with original and unique content, you may find yourself being featured in a magazine as a sidebar. Others have experienced it at Squidoo (in other topic areas), and found themselves with a sharp increase in traffic.