Femina expands its family

"We believe that in binding Femina with Baby & Me, 30-something women – whether they are single or married, or whether they have their own children or know people with children – will now not only receive two exceptional titles, but also have access to a broader editorial mix," says Jane Raphaely, CEO of Associated Magazines.

"Combining Baby & Me with Femina makes perfect sense, as some Femina readers are already either buying Baby & Me or contemplating doing so due to the changes in their life. Having both titles together gives them the best of both worlds," says Raphaely.

Baby & Me will not become a section of Femina magazine, but will retain its own identity with its own editor and art director. Robynne Kahn, newly appointed editor of Baby & Me, will join forces with Femina editor, Clare O'Donoghue, who took over the Femina reins and spearheaded its bold relaunch two years ago.

Baby & Me will now enjoy a much stronger presence at point of sale, while also offering existing and future advertisers an added guaranteed audience of 160 915 FEMINA readers with children under the age of 15 – 34,07% of its total readership. Advertisers will now reach 311 000 more readers who are potential purchasers of baby gifts for their friends and relatives.

'Joining forces with Baby & Me offers Femina readers a bigger, more comprehensive read every second month,' says Clare O'Donoghue. 'Readers will find this change not only refreshing, but also a helpful source of information on baby and young children's health, food and lifestyle needs.'

The combined FEMINA and Baby & Me will retail at the normal Femina price of R19.95.