Mama Launched in Belgium

The Swedish magazine mama was first published seven years ago and has been a huge success. Then two years ago, the first Dutch issue saw the light of day. Now the magazine is coming out in Belgium, with the Dutch editor-in-chief responsible for the new Flemish edition.

All content in the magazine is adapted for the local market - approximately a fifth is unique to Belgium. Advertising sales are also local. Karolina Roslund, who is director for new business at Bonnier Tidskrifter started up mama in the Netherlands. She says she is happy with the pace of development.

"To launch a magazine in a new country in the middle of an economic downturn is fantastic and wouldn't have been possible if the Dutch mama weren't doing well despite some tough competition," says Roslund. "In the Netherlands we have a very driven editor-in-chief, Lenny Gerdes, and publisher, Jan Diepenbroek, who are behind the success. I am incredibly proud."

To have three editions of mama in three countries is a big inspiration for all the editorial teams. The brand keeps growing and mama.nu is one of Bonnier Tidskrifter's most successful sites with over 90,000 unique visitors per week and the new Mother of the Year concept is going to be big, Roslund says.