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Quadrille is publishing a new series of pregnancy books to tie in with the Channel 4 television show “One Born Every Minute”.
The first two books in the series published in partnership with the programme are One Born Every Minute: Expecting a Baby? by Dr Penelope Law and One Born Every Minute: Expecting Twins? by Professor Mark Kilby and Jane Denton. Both are published on 24th October in hardback, priced £25.
Designed as comprehensive guides for expectant parents, both books will be full-colour, illustrated hardbacks with information to take parents through pregnancy, childbirth and the first six weeks of their baby’s life. The series promises to offer a frank and practical guide to new parents.
The series came about when Quadrille editorial director Anne Furniss, who acquired multi-territory rights in the first two titles, met with the Shine 360°, the company that handles the show’s non-broadcast rights. “We met to explore publishing opportunities across the Shine portfolio,” Furniss said. “The meeting turned out to be a fortuitous one when it was discovered that both companies were keen on doing something fresh and new in the parenting space.
“Partnering on a new and innovative range of titles that would inject freshness into the parenting sector quickly became an exciting proposition.”
The authors of the books were consultants on “One Born Every Minute”, and mothers and midwives who appeared on the show will share their pregnancy stories in both books.
Following the first two titles Quadrille will publish one more in 2014 and another in 2015, with the possibility of more to follow. Furniss hopes the new series will “breathe new life into the pregnancy and parenting sector of the market”. The publisher plans on-air advertising for the series as well as a launch promotion with a media partner.
“Given they combine the mass appeal of a TV tie-in with authoritative expert content, we would hope for support from across the trade as well as in a range of non-trade outlets,” Furniss says.
Since its launch in 2010, “One Born Every Minute” has been one of Channel 4’s highest-rated shows; it is broadcast in more than 140 territories. David Christopher, director of licensing at Shine 360°, said: “It is an exciting time for ‘One Born Every Minute’ as we start to explore a targeted range of services for the brand. Speaking to expectant mums and holding their hand through pregnancy is at the core of the brand, and these new books from Quadrille will enable us to do so in a fresh, supportive way.”