Your Child hits the shelves this month

Managing director Liezl de Swardt explains the rationale behind the launch: "With Your Pregnancy addressing pregnant women and Your Baby aimed at parents of under 3s, Your Child is a natural next step. It is in line with the trend towards cocooning and the resurgence of family values and activities, but gives this trend a new appeal and modern edge."

Editor Kate Sidley says: "Prior to the launch of Your Child, there was no quality magazine geared to that target market - we are filling a very real gap in parents' lives. Today's parents are faced with an education system that is very changeable and complex, and pressing concerns around discipline and child psychology.

"Parents of pre-primary and primary school children are in an exciting and really fun period in their family's life. Your Child inspires families to enjoy their time together. The magazine will cover the lighter side of family life, from holidays and projects, books and movies to kids' fashion, cooking and décor. We will address all of these and more in a way that is topical, thought-provoking, insightful and very South African, giving parents fresh ideas for a happy, healthy family life."

Free with every issue of Your Child is a kids' activity magazine called Chill.