Baby books go head-to-head - 'Baby Talk' magazine will directly compete with 'American Baby' - Brief Article

Folio: The Magazine for Magazine Management, Sept 15, 1994

Time Inc. Ventures' Baby Talk is overhauling its circulation strategy and will compete more directly with Cahners Publishing's American Baby. The TIV title has scrapped its long-time distribution relationship with the National Association of Diaper Services - meaning Baby Talk is now free to accept ads from disposable diaper makers.

In February, Baby Talks ratebase will drop from 1.3 million to 1 million, with the title converting much of its circulation to in-home controlled subs. Currently, the diaper services pay 10 cents a copy to distribute the magazine with deliveries or to retail outlets. But as the number of diaper services has declined in recent years, so too has the number of copies they purchased.