Baby mag reaches 100th issue milestone

She adds, “Due to the fact that we cover everything from pregnancy to grade one, we are in the fortunate position to keep our readers for a long time period – from when they first become pregnant to when their child goes to school.”

Schöer says that she believes the title is so successful due to its relevance. “Our readers are extremely loyal and through reading Baba & Kleuter they feel part of a community of like-minded parents – open minded and on the go. Every issue of the magazine is packed with practical information, ideas, tips, strategies and solutions. I know of many readers who file the magazine for years, referring back to articles when the need arises.”

Baba & Kleuter also enjoyed a redesign earlier this year, commencing with its August issue. The revamp included new features on celebrity parenting, food, recipes and nutritional advice for busy parents, décor and finances, as well as true stories documenting experiences of other parents.

“Since the re-launch, we have been receiving a significant increase in mail and photographs sent in by readers, which means we are connecting more. It's great,” says Schöer.

Cover model

Commenting on the choice of 7de Laan actress Melanie du Bois (Felicity) with her baby on the cover for the 100th issue, Schöer says that this was indeed a very specific choice. “Melanie is a huge star. She successfully manages a demanding acting career and motherhood. Besides, she is beautiful and her baby is just the cutest little thing ever. We did the photo shoot in her own bedroom, where Roxy sleeps in a cot next to the bed. I love her personality – it's a unique combination of glamour and down-to-earthness. She has buckets of charm.”

Schöer comments that they are overwhelmed at the support from advertisers, saying that part of the attraction for advertisers is that research has shown that readers actually buy the title for the advertisements too. She explains: “New parents need to know what products are available out there relevant to their child's age and stage. Most of us are clueless when we become pregnant, as there is just so much to learn.”

As part of the celebrations for the 100th issue, readers will receive a free gift with the 180-page bumper issue: a child measure with clear plastic pockets in which you put a photograph every time your baby has grows 5cm.