Launching Junior

The 2010 Singapore Census of Population reported that there had been a 6.4% increase in the number of families who are choosing to have only one child, from 17.6% in 2000, to 24.0% in 2010. At the same time, the number of families who have more than one child had dropped over the last ten years. Additionally, as parents become more highly educated and affluent, they form a growing group of discerning consumers who are willing to spend a significant portion of their income on their children, especially in smaller family units where there are fewer children. This presents a viable market for higher-end children-related products and resources that meet the needs and wants of this group of parents. This was the motivation behind the setting up of a new parental lifestyle magazine, named Junior.

Background of Product

Unlike existing motherhood magazines in the market, which focus on informative articles on pregnancy, health and education, Junior focuses on elements of the desired lifestyle of a parent, with features on fashion, food, décor, travel and beauty. For example, a reader of Junior would be able to enjoy fashion spreads much like those in existing women’s magazines, except these spreads will feature children; destination ideas for holidays with children; decorating tips for a nursery; and many others. Through the adoption of this differentiated strategy, Junior taps on a previously underserved segment of the market.

Given the unique offering of Junior, consumers will pay a slight premium price of $7.00, which is slightly higher than Mints, the most expensive motherhood magazine in the market currently, at $6.00.

Junior will have a circulation of 50,000 copies that will be distributed to standard distribution channels such as convenience stores, major bookstores, magazine kiosks and newsstands with more copies placed in the town areas and more affluent neighbourhoods.