New magazine targets 'yummy mummies'

Yummy Mummy, a monthly magazine for mothers has hit newsstands in the UAE promising to deliver an “edgy and hip” view on pregnancy and the challenges of raising young children.

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By  Tim Addington Published  October 13, 2005

Yummy Mummy, a monthly magazine for mothers has hit newsstands in the UAE promising to deliver an “edgy and hip” view on pregnancy and the challenges of raising young children. The 88-page magazine, produced by Beyond Publishing, was the brainchild of editor-in-chief, Annabel Kantaria, who noticed that while there were many mothers in Dubai, there were very few magazines catering for their needs. “It is a magazine for mothers living in the Gulf,” she said. “It has got a hip look to it, I didn’t want it to be too mummsy. It covers everything from the first day a women starts thinking about a family, through her pregnancy to being a new mum and coping with toddlers.” Kantaria said the magazines unusual name was picked up after a string of glamorous celebrities such as Gwyneth Paltrow, gave birth. The magazine, which is priced at AED10 (US$2.70), carries news and features on health, fitness and nutrition, and questions and answers with relevant medical experts such as paediatricians. It will also feature articles on real life issues faced by women from around the world, as well as giving details on activity groups for both mother and child. “It is a very aspirational magazine. I noticed that there are many stay at homes mums, with nothing to read about the situation they are in, and no information on where they can take their child for things like swimming lessons,” said Kantaria. “The reaction from readers has so far been fantastic.” For the first three months Yummy Mummy will distribute 10,000 copies through supermarkets, bookshops, nurseries, hospital and clinics.

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