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News Offshoot Launches New Magazine

05 Aug 2010

Leader Community Newspapers, part of the News Limited media group, has launched a new monthly magazine, titled ‘Nurture'. The free, glossy magazine will have an initial print run of 130,000 across two separate monthly editions, one each for the southeast and northwest areas of Melbourne, containing localised content and useful information for parents in each region.

Nurture will be distributed through a range of channels across Melbourne, including maternal child health centres, kindergartens, childcare centres, pharmacies and GPs, aimed primarily at reaching mothers of children aged 0-5.

Whilst Nurture will initially launch in the Melbourne market, the potential is to roll it out nationally. Leader Community Newspapers Group Marketing and Business Development Director Kammeron Cran predicts the magazine will be as appealing to advertisers as it is to parents.

"Nurture offers true differentiation in the market in terms of quality editorial, its portable format, regionalised editions along with competitive advertising rates. David Jones, Target, Pumpkin Patch and Bonds have already come on board as advertisers, and we're expecting many more big names in upcoming editions." Kammeron said.

"The editorial team behind Nurture are all mums with young children, so we have a depth of knowledge and understanding of what parents want to be reading about.

Parents today are so busy and trying to balance everything at once - we recognised this when developing the layout and content for Nurture, and believe this magazine will support our readers' busy lifestyles. "

Nurture editor, Kate Ashley-Griffiths stated, "It's exciting to be working on this great new title - the feedback we've had so far has already been extremely positive and we're happy to be delivering something we believe Melbourne parents have been waiting for."


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