Established in 2003, Mum's Mail has become one of the most indispensable resources for parents, grandparents, teachers, business owners and other interested readers in Durban and surrounding areas, as well as Pietermaritzburg/Midlands. The targeted, specific distribution (LSM 7 - 10) of our free, full colour monthly magazine to créches, pre-schools, primary schools, shopping malls, family and baby clinics, doctors' rooms, public libraries and selected retail outlets, ensures that your product or service reaches the right market, on time, every time.

Mum's Mail has proven time and again that it has an exceptional shelf life, which is partly due to its practical, A5 format - it's the ideal size to pop into your handbag or cubby hole. It really is Life's Little Toolbox! With a proven track record of almost 500 regular advertisers every month, Mum's Mail is arguably the most comprehensive and well established free guide for the whole family, and with a monthly print order of 65 000 copies, Mum's Mail features impressively at the top end of the scale for publications with large print runs.

35 000 Mum's Mail Durban magazines are distributed monthly as far north as Ballito, as far south as Warner Beach, and as far inland as Waterfall.

30 000 Mum's Mail Pietermaritzburg/Midlands magazines are distributed monthly from Cato Ridge to Nottingham Road.

There's something for everyone in Mum's Mail, which is conveniently categorised and colour coded for ease of reference:

• Editor's Life: featuring the Editor's rants and raves for the month.

• Reader's Life: featuring letters from our fabulous readers, offering feedback on our publication.

• Laid Back Life: featuring reviews of selected books and DVDs which are given away to one lucky reader.

• Business Life: featuring products and services, as well as advice, of business professionals.

• Charitable Life: featuring a variety of charities and good causes with suggestions of how our readers can get involved.

• Delicious Life: featuring a recipe or restaurant review, or other food-related information.

• Dad's Life: featuring products and services, as well as advice, for Dads, by Dads.

• Home Life: featuring various products and services to improve your home, your garden and your lifestyle.

• Healthy Life: featuring articles providing readers with sound health and wellbeing advice.

• Beautiful Life: featuring products, services and advice to make our readers look and feel amazing.

• Tiny Life: whether a first time mom or not, our readers are hungry for the best advice for their pregnancy and beyond.

• Young Life: featuring products or services related to children aged 12 and under.

• Educated Life: featuring education and school- related products and services.

• Party Life: featuring a comprehensive range of party themes, venues and services.

• Relaxed Life: featuring fun things to do with the family, as well as great weekend or holiday getaways.

• Busy Life: featuring the month's events which are also arranged by category e.g. Entertainment, Courses/ Classes, Markets etc.

DID YOU KNOW?

Dads have become more involved in households tasks and purchase decisions.

In terms of having primary responsibility:
51% are responsible for grocery shopping
40% are responsible for the house cleaning
41% are responsible for the laundry
39% are responsible for the cooking

In terms of being the primary decision-maker:
60% for groceries & clothing products
55% for personal care products
54% for home goods
43% for child and baby products

Why does it matter? The implication for advertisers is that while moms may represent the sweet spot, dads are a ripe target for influence.

Source: www.yahoo.com.