Mothers are the primary readers, but fathers' issues are equally important.
Parenthood is a new and engrossing experience for our readers.
They want to keep up with the latest issues affecting their new family, particularly health and medical news, but they don't have a lot of spare time to read. They are not interested in abstract or theoretical issues, or in subjects they can read about in general-interest magazines. We present a balanced view of controversial issues, such as the family bed, so that readers can make their own decision. Our readers want to feel connected to other parents, both to share experiences and to learn from one another. They want reassurance that the problems they are facing are solvable and not uncommon.