There will be a bawlin’ and a greetin’ in Hammersmith if the news about Immediate Media proves to be correct.
Hot on the heels of Bauer casting out Pregnancy and Birth comes the word that Tom Bureau has come over all Richard III with regard to two of his little charges – Junior and Practical Parenting.
There has been no response to emails or tweets asking about the two titles, but they have been removed from the Immediate subscription site and banner ads on the individual title sites now lead to dead space.
This leaves a once-crowded category considerably thinner, with Immediate’s Prima Baby (last year’s buy-in from Hearst), Bauer’s Mother & Baby, and Media 10’s Gurgle, the last men toddling. Given that the year-on-year ABC performance of these three titles was, respectively -24%, -22% and -4%, Private Frazer wouldn’t put a great deal of money on any of them making it into long trousers.