Modern Mum is aimed solely at the Irish marketplace, which has a staggering annual birth rate of over 100,000 per year! The UK national magazines simply do not cover Ireland. Mums want to be informed about pregnancy and parenting, yet still want the glamour of a glossy magazine, where they can read up on the latest fashion and beauty trends for women as well as children. Accessibility of items reviewed and displayed within the magazine is also essential to Irish mums: they want to know that they can source a featured product in proximity to their own locale, whether in Northern Ireland or the Republic of Ireland. The feedback we get from mums all over Ireland is testament to this. 

Modern Mum was launched into the marketplace in 2004 to advise, guide and provide information to parents within all of Ireland. There was also a need to get information directly to Irish mums, written in a style and nature that appeals to them. 

Mums, whether first-timers or well-seasoned, know all too well that time is a precious commodity, so a quarterly magazine that covers a variety of information on their new or pending baby was needed, more so than a newspaper supplement which can cover only a fraction of relevant information for mums and mums-to-be. Modern Mum sources top Ireland experts and specialists in their respective fields to provide advice and guidance to parents on a wide range of subjects and topics. www.modernmum.ie