Audience
| Age | |
| Median Age: | 27 |
| 18-24: | 40% |
| 25-34: | 47% |
| 35-44: | 12% |
| 18-34 | 87% |
| Income | |
| Median Income: | $46,250 |
| Average Income: | $52,359 |
| Education | |
| College Educated+: | 70% |
| Source: Starch/ MRI 2012 Custom Study | |
| Expectant Parent Profile | |
| First Time Parent: | 65% |
| Stage of Pregnancy | |
| 1st Trimester: | 17% |
| 2nd Trimester: | 42% |
| 3rd Trimester: | 41% |
| Expectant Moms with Children in HH | |
| HH with children under 23 months of age: | 14.1% |
| HH with children ages 2-5: | 17.4% |
| Time Spent with New Parent Magazine & Referral | |
| Avg time spent with issue of New Parent: | 52 Minutes |
| Readers who keep their issue 5+ months: | 46.7% |
| Source: Starch/ MRI 2012 Custom Study | |
