After catering to parents in the capital for almost a decade,the publishers of Baby London have dropped the city-specific title and branched out to serve the rest of the UK

Every time I walk through a newsagents, I can’t help but notice the covermounted chaos in the children’s section. Kids love free gifts, and nothing encourages impulse purchases like a covermounted magazine at floor level.

The summer provides parents with an extra opportunity for getting a treat for their children during the holidays, and the kids themselves are more likely to go for the gift on the cover than any content the magazine may offer.

With that in mind, publishers have been seriously investing in bigger and better gifts, and it is no longer enough to just have children’s magazines in the shop – retailers need to know which titles and themes are selling well at the moment, and capitalise on that.

Lately, there has been an emerging trend in the form of slime – a non-toxic, viscous, squishy flubber that is selling well in the primary girls section. According to Immediate Media, both Mega and Girl Talk have slime gifts in the upcoming issues, and DC Thomson lists the slime as one of its biggest sales drivers, alongside unicorns and blind bags.

Retailers can benefit from prioritising titles with those gifts, as prominent displays and pester power are a powerful combination for sales.

Launch of the week

After catering to parents in the capital for almost a decade, the publishers of Baby London have dropped the city-specific title and branched out to serve the rest of the UK 

Baby

On sale 18 July

Frequency monthly

Price £4.20

Distributor Seymour

Display with Mother & Baby, Gurgle


Launched in 2010, Baby London has been available exclusively to parents in the capital for nearly a decade. This summer, publisher The Chelsea Magazine Company finally decided to include the rest of the UK by taking its upmarket baby title national. 

Dropping ‘London’ from the name, the new Baby magazine will be available to newsagents across the UK, and will include lifestyle tips, product reviews and health advice. 

Aimed at mothers who read women’s glossies and home interior titles, this luxury pregnancy and parenting magazine include a mix of pre- and post-birth articles to reach the largest possible audience.

Gurgle

On sale out now

Frequency monthly

Price £4.10

Distributor Marketforce

Display with Mother & Baby, Baby London, Smallish

  • This parenthood magazine is full of advice for mums old and new, including tips, baby gear reviews and tales of being a mother.
  • August’s issue includes breastfeeding advice, healthy-eating tips for during pregnancy and secrets about how to put a baby to sleep.

Good Homes

On sale out now

Frequency monthly

Price £3.80

Distributor Marketforce

Display with Ideal Home, House Beautiful, Real Homes, 25 Beautiful Homes

  • This home interest title is full of organisation ideas, updates, best buys and new trends.
  • The summer edition includes 953 ways to freshen up your house, alongside kitchen, bathroom, and garden makeover suggestions.

Trail Running

On sale out now 

Frequency bi-monthly

Price £4.99

Distributor Frontline

Display with Country Walking, Camping, Climber

  • This sports magazine is aimed at trekkers and is packed with features, gear reviews and profiles of noteworthy trails.
  • August/September’s issue contains an analysis of the Regent’s Canal, Heart of Wales Line and Smugglers’ Way trails, alongside an interview with F1 racer Mark Webber about his love of trail running.

Practical Sportbikes 

On sale out now

Frequency monthly

Price £4.20

Distributor Frontline

Display with Classic Bike, Motorcycle News, Ride

  • This motoring magazine is aimed at bike enthusiasts of both classic and modern motorcycles, and features everything from buyer guides to test drives.
  • The August issue tells the tale of a reader’s restoration of an old Honda, compares three new Kawasaki bikes and includes a free sticker sheet.

Improve your coarse fishing 

On sale out now

Frequency monthly

Price £3.80

Distributor Frontline

Display with Angling Times, Angler’s Mail, Match Fishing

  • This specialist magazine teaches fishing enthusiasts the latest techniques to land any freshwater catch, from carp to tench.
  • July’s issue features eight fishery maps to cut out, gear reviews and a 48-page guide to feeder fishing.

Mountain Biking UK

On sale 12 July

Frequency monthly

Price £5.50

Distributor Frontline

Display with Cycling Weekly, Cyclist, Tour, Mountain Bike Rider

  • This sports magazine is aimed at lovers of mountain biking and includes interviews, cycling features and gear reviews for amateurs and enthusiasts.
  • The special 30th anniversary issue comes with a card wallet and a keyring of MBUK’s famous cartoon mountain-biking sheep, Mint Sauce.

SFX

On sale 18 July

Frequency monthly

Price £4.99

Distributor Marketforce

Display with The Dark Side, Doctor Who Magazine, Star Wars Insider

  • This sci-fi and fantasy magazine features interviews, news and sneak peeks at the latest TV and movie happenings.
  • August’s issue has a Game of Thrones special featuring cast interviews about the final season and spin-off shows, alongside an Ant-Man and the Wasp movie review.

Ride

On sale out now

Frequency monthly

Price £4.30

Distributor Frontline

Display with Classic Bike, Motorcycle News, Practical Sportsbikes

  • This motoring magazine includes features, reviews and news about every kind of two- and three-wheeled motorcycle.
  • The September issue has a review of summer gloves, a comparison of the old and new Yamaha MT-07, and a Honda CB1000R test drive, alongside a free ‘Guide to Spain’ supplement.

LivingETC

On sale out now 

Frequency monthly

Price £4.60

Distributor Marketforce


Meryl Williams

Pike’s Newsagents, Porthmadog

Who buys it?

We find customers who buy Livingetc are usually women, aged about 45 to 65, who like keeping up with the latest trends in fashion and home styling.

How do you display it?

We display it with other home magazines, but we also make sure it is near other women’s interests titles, such as Elle, Vogue and Cosmopolitan.