NEW YORK — Fairchild Publications will announce today that its new lifestyle magazine for parents, Cookie, will be launched as a bimonthly title in November. Fairchild has plans to increase frequency down the road.
Pilar Guzmán, previously a senior editor at Real Simple, has been named editor in chief.
“Historically, there’s been this divide between the aesthetics of your life and the aesthetics of your child’s life,” said Guzmán. “Now, people are having kids later, after they’ve developed a certain sense of style. They want to live in a way where the baby can be comfortable and they can be comfortable, too.”
The idea for a boutique lifestyle title for parents was pitched by five employees last year during Fairchild’s magazine idea day — an annual open call for employees to propose new publications. Fairchild is the parent of WWD. Cookie’s prototype already has undergone direct-mail circulation tests.
The bimonthly Cookie will sell on newsstands for $3.50 and will have an initial rate base of 300,000. By comparison, most of the existing magazines in the category are less specialized with much larger circulations. Time Inc.’s Parenting and Gruner + Jahr’s Parents have paid circulations close to two million. G+J’s Child is half that size. And Meredith’s American Baby has a mostly controlled circulation of two million.
“The other books do a great job in covering a lot of different aspects of parenting, but there’s still a segment of the population that isn’t being served,” said Guzmán, referring to what she calls “modern and sophisticated” parents in their 20s and 30s, who favor an easygoing “have kid, will travel” mentality.
“It reflects a new parenting style that’s more fluid,” Guzmán said, adding that Cookie will encompass fashion, home, health, beauty and travel. “The goal is to integrate the life of the kid into the life of the adult” — and not obsess over every little detail in the process.
“As a parent, you can be overprepared to the point where you drive yourself crazy,” said Guzmán. “What this magazine will do is winnow everything down.”