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Circulation: 31,926

Readership: 164,000

Reader Profile

"Faced with an array of physical and emotional changes, the Prima Baby reader knows she is entering unknown territory and seeks up to date and trusted information that will help her make the best choices for her baby and herself. She may have limited knowledge of pregnancy, birth and parenthood and the changes and challenges this new life stage can bring, and as a result is constantly seeking information and advice on all issues, including what to buy and how to spend her money wisely. She uses Prima Baby to help advise her on key brand names and products that combine quality and value for money. The Prima Baby reader may decide to stay at home to look after her baby, or she may opt to return to work full or part time."