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Ex-lawyer launches women’s lifestyle magazine to bridge gap between fashion and motherhood

New women’s magazine, Mama Disrupt, has launched into the local and international print market aiming to fill a gap in the women’s magazine market.

Mama Disrupt

Former London lawyer Jessica Sammut dived into the magazine market after she realised there was little content designed to allow mothers to feel empowered as they adjust to parenthood.

The magazine is targeted at mums but provides no parenting advice and therefore fits more into a women’s lifestyle category.

Sammut, editor in chief at Mama Disrupt, told Mumbrella: “I really felt there was this whole indie media landscape for women of my age who were being ignored.”

Sammut said the gap in the market was due to a lack of diversity between millennial fashion magazines and those for “an older generation” such as Women’s Weekly.

“I went from reading Marie-Claire in my 20s to being expected to read a parenting publication like Mother and Child or Practical Parenting , which are all fantastic publications but they all tell you how to parent, it’s not a lifestyle publication you can sit down and gain inspiration from, it’s something that actually ended up making me feel bad about my mothering.”

Mama Disrupt was described as a point of difference in an “industry which really thrives on women questioning themselves”.

Mama Disrupt

Sammut originally bought the magazine Little One, a national style magazine, with the intention of adapting the magazine and adding her own content; however she instead decided to relaunch the magazine as Mama Disrupt.

The style-driven magazine has received attention from advertisers as a result of the purchase of Little One, with brands such as Bonds, Avent, Bugaboo, Munchkin and Hippo Blue featured in the first edition.

The purchase of Little One came with a number of subscriptions, providing Sammut an initial readership of 55,000 for Mama Disrupt and an Instagram following of 14,000 which has grown to 27,000 since launch.

Said Sammut: “We purchased some of the subscriptions, we purchased some of the media following – which was small but helpful, so it gave us a little platform to base ourselves and move forward.

“What went from a few changes and ended up being a complete change; we left it behind in the end because we had completely changed and radicalised the whole magazine.”

When asked about market competitors, Sammut said there was no comparable media organisation.

“Every single page is inspirational and empowering, we don’t judge and it’s nothing to do with parenting,” she said.

Mama Disrupt

The quarterly magazine is available across three platforms: as an app on iTunes, and as a digital version available through the website and print.

The magazine will feature a habitat section, fashion shoots, illustrations and columns throughout the 148-page product while the online model has tabs including: style, shop, fashion, motherhood, habitat, nomad and directory.

The multi-platform network features stories and inspirational content including tear-out inspirational quotes and illustrations.

Although the company offers digital components and sells across all three assets “the hero is the print issue” which sells currently for $14.95 per issue through all three platforms.

Sammut said: “It’s a luxury product for mums and I just don’t think you can do that online”.

Sammut acknowledged the decline in print which she attributed to corporations having large overheads.

“Many large corporations like Pac Mags have such huge overheads, and they just cannot survive with the overheads and print,” she said.

Mama Disrupt

Mama Disrupt is also available internationally. It has a core team of 10 staff working remotely.

The company is currently in talks with Sarah Jessica Parker who, Sammut said, is interested in coming on board for a future issue.

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