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Babes in bikinis? No thanks, I prefer tots in romper suits

5:09pm Thursday, 10th April 2003

Yep, it's arrived. The lad mag for Dads. The brain child of Peter Howarth, a former editor of Esquire, 'Dad' launches this week, and the NHS will be dishing the glossy out to new and expectant fathers in a maternity ward near you very soon.

Will men buy it? Will they read it? Will they read it in public? Does this reflect a sea-change in British male attitudes to wiping up child vomit?

This piece in the Guardian has none of the answers, but it's worth a look...

Comments

1
A mag for dad's? Yes, I think it's a runner. Interesting to see if any marketing/credibility tension arises though... By giving copies to NHS to distribute will it be seen as a glossy you don't buy. Waitrose and Sainsbury's magazine are ones you can buy but don't if a loyalty card holder... what's the equivalent for dads??
Posted by Cath Cath  at 2:05pm on Friday, 11th April 2003
2
Why not? It's badly needed. But I'd wonder if a Mama & Papa's / M&S Childrens section loyalty card or whatever would help. A toddel too far perhaps?
Posted by jackdalton jackdalton  at 1:41pm on Monday, 14th April 2003

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