Shaking off outdated stereotypes – from frumpy mums to yummy mummies – Absolutely Mama appeals to a generation of mothers forging their own unique parenting path. The monthly print magazine  supports readers with expert advice, helpful articles, lifestyle inspiration and honest parenting insight. With a readership of 62,000, Absolutely Mama is distributed to child-centred London businesses, postcodes popular with families, WHSmith Travel and High Street stores, as well as select branches of Waitrose. Absolutely Mama has an exclusive partnership with all Mamas and Papas stores in the UK; copies are sold at all till points and gifted to over 2,000 couples a month attending private antenatal classes.