Mothercare Magazine, the retailer's last attempt at a customer publication, launched in February 2000, targeting expectant and young mothers with an average age of 28. The magazine had a distribution of 175,000 and was published biannually. The new title will be published more frequently.
Mothercare is anxious not to leak details of the magazine, or its communication strategy, for fear of alerting rivals. A spokeswoman for the company would only confirm that it was at an early stage of development.
The magazine is designed to build on a succession of agency appointments aimed at boosting Mothercare's profile following an overhaul of its 232 UK stores.
The store has overhauled its agency roster over the past eight months.
In February it hired St Luke's as its advertising agency, and in September it appointed OgilvyOne to its direct marketing business, while Media Planning Group took its media planning and buying account. The media account had been dormant for several years.
The first campaign from St Luke's is a radio execution that features Big Brother presenter Davina McCall, the mother of two young children, as the new voice of the brand.
Last week, it was revealed that the NSPCC is linking with Woolworths to launch a free parenting magazine, Your Family, with an 800,000 distribution (Marketing, 10 November).
Your Family is targeting parents of children aged up to five with a 'positive parenting' agenda.