NSPCC's parenting title free for Woolworths customers

A new NSPCC parenting and lifestyle magazine will be distributed free of charge to shoppers at Woolworths from this week.

The magazine is modelled on other popular parenting titles that combine tips and information for young parents with lifestyle and human interest stories.

The first issue, of 800,000 copies, features TV celebrity Gail Porter talking about her struggles with motherhood and a piece titled 'My daughter was a bully'.

"There's a growing sense that it's OK to talk about how hard it is to be a parent," said John Grounds, director of communications at the NSPCC.

"Young parents tend to read a lot of magazines, and are getting more comfortable sharing their experiences, which is something we tried to tap into."

The NSPCC already has a portfolio of publications about parenting, but Your Family is intended to appeal to parents who wouldn't usually regard the NSPCC's work as relevant to them.

"Part of the reason we're launching this publication is to ensure parents start associating us more with our work promoting good parenting, as well as fighting existing and continuing child abuse," said Grounds.

"When parents are with their children in Woolworths, they are dealing with the everyday pressures of parenthood. We want the NSPCC to have a presence in that environment and show parents that we're thinking about children in the same way they are."

The magazine, which is planned as a quarterly, has a wide target audience, from expectant mothers to parents of children up to the age of six.

Eileen Hayes, parenting adviser at the NSPCC, is editor-in-chief. An editorial board made up of a panel of childcare experts will oversee the magazine's content.

The magazine is to be made available at the 400 most popular Woolworths outlets from today (16 March). The charity has paid Redwood Publishing to produce Your Family but is refusing to say how much has changed hands.

It says it hopes to fund the next issue through advertising, sponsorship and promotional deals. "Our supporters are very knowledgeable about the work we do, and issues about how we spend our money come less from our supporters than from isolated voices in the media," said Grounds.

- The British Lung Foundation has launched its first national magazine, a 52-page quarterly title called Breathing Space, which will be distributed through GP surgeries and chest clinics.

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