±±¾©Èü³µpk10

On reading the first edition of Junior, published by Beach

Magazines, I wanted to punch the air with joy.

At long last, someone has had the foresight to produce an informative

read about parenting that successfully steers clear of cringingly coy

childhood imagery and mums in leggings. I was especially pleased to see

that the editor has abandoned what is, for me, the most sick-making

aspect of parenting magazines - the letters page. The place where

parents win pounds 5 for submitting a letter of a cute thing their child

has said or done, or by sending in a red-eye shot of their offspring

crawling into the washing machine.

The other brilliant aspect of Junior’s editorial tone is the message

that although we love our children, we do have lives of our own. And

just because we are parents, it doesn’t necessarily mean we have had a

lifestyle lobotomy.

According to the press bumf, ’When they become parents, readers of

high-quality fashion magazines such as Elle and Vogue do not lose

enthusiasm for this type of quality magazine and Junior is designed with

their tastes and interests in mind.’

Consequently, the magazine is packed with relevant, intelligent and

practical features. The calibre of the writing is excellent and the

visuals superb.

It effortlessly combines practical advice with gloss. For my part, the

best feature considered how it is practically impossible to find a

decent UK restaurant to eat in with children unless you have a

particular penchant for Harvesters and prawn cocktail steeped in a large

dollop of pink sauce.