Family Communications launches a new magazine, called ParentsCanada, offering a modern look at parenting

TORONTO - September 1, 2006

Did you know that there are over 8 million parents in Canada? That every hour there are 34 brand new first-time parents? Or that 48% of births in 2003 (54% in Ontario) were to women over the age of 30? A new addition to the parenting magazine landscape, ParentsCanada, is filled with useful information, offering options, not commands to parents. The publication is expected to launch this March 5, 2007.

With award-winning medical practitioner and editor Dr. Marla Shapiro on board, it will be published in a larger format size (9" x 10-7/8"), which will provide the ideal canvas for innovative layouts and in-depth stories.

ParentsCanada brings a different voice to the media mix - more relaxed and more upbeat. Moms are no longer defining themselves as 'just' mothers. Fathers are far more involved. They are partners, not just helpers. And, the traditional norms of parenting have changed. Twenty four percent of parents are single moms or dads. Parents may be same-sex partners, grandparents or blended families. ParentsCanada reflects these changes.

The magazine acknowledges that there is an under-served audience of once-upon-a-time singles who didn't lose their edge just because they became parents. The editorial calendar includes expert advice on raising children, without preaching, but also focuses on the lifestyle of parents. They care about how they look and feel and what they purchased before they had kids, and that interest hasn't changed.

"The goal is to develop a mutual dialogue with this more current audience, and to have 'this is how it really is' reflected on every page," said publisher Jane Bradley. "We are sensitive to the shifting definition of 'family' and the magazine will acknowledge the broad spectrum of parenting in Canada."

One way that this dialogue will be achieved is through the website www.parentscanada.com. President of Family Communications Don Swinburne states that a web community will jump-start the direct communication with the reader from the first issue.

Editor Dr. Marla Shapiro is recognized by millions of Canadians as the health and medical contributor for CTV's Canada AM, consultant on the National News with Lloyd Roberton and host of her own health and lifestyle show on CTV, Balance: Living Well and Staying Healthy.

ParentsCanada will have an initial circulation of 120,000. In 2007 the magazine will be distributed quarterly, graduating to six times a year and then on a monthly basis.

Family Communications has been publishing parenting magazines for 58 years. Its eight titles include The Baby and Child Care Encyclopedia, Best Wishes, Mon Bébé, Expecting, C'est Pour Quand? Labour and Birth Guide, Naissance and Baby's First Years.

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Available for interviews, Jane Bradley

For media inquiries please contact:

Kevin Pennant
kp@pennantmediagroup.com