Roberta
von Meding
Editor and publisher of Mums & Tots Magazine.
Learn about what inspired her to start Ireland's most successful maternity magazine, what keep her balanced and the moment she realised she had made it!
What made you decide to start Mums & Tots Magazine?
My degree was English, Media and Cultural Studies in IADT Dun Laoghaire.
I always wanted to work in a magazine.
I had done an internship with Magill magazine during my last summer of college, along with some copy writing for some companies. On the day I got my degree I was hired in Baker's Corner for a role in ad sales in Checkout magazine, where I worked for 3 years.
I got pregnant during the crash in 2009. I was very unwell in my pregnancy, with hyper-emesis and preeclampsia to name a few issues! I noticed the magazines on sale did not represent me. After the birth of my my first daughter, I decided to start Mums & Tots magazine!
What was your first step in turning your idea into a reality?
"...it wasn't perfect, but I sent it out anyway!"
I never went back to the job I was in after my maternity leave!
Fortunately for me, I had been in magazine ad sales for 3 years prior to launching Mums & Tots, so I knew that in order to do a first national print run, I needed advertising.
I made a media pack, it wasn't perfect, but I sent it out anyway.
How did you fund your business in the beginning?
We had savings so put that towards the print run, knowing we would get it back after the advertisers paid.
A few companies I approached told me the market was saturated and I found it difficult to hear, knowing they wouldn't support me. These were contacts I had before and was surprised they wouldn't support me. Thankfully this was only 2 or 3 people and the majority of companies I approached backed me financially or gave me a friendly 'good luck!'
When did you feel like your business was a success?
Funnily enough, when my childhood idol, Don Conroy, agreed to do our drawing pages section!
This was the moment I really felt like I'd made it and my magazine was a success!
What healthy habits have you formed to help you run your business?
I have always been quite structured and pragmatic in my approach to school, work, home life.
I work in the mornings when my girls are in school and know that certain weeks of the month will be busier than others, close to print deadlines etc.
I do however, always make time to celebrate small wins in my business, I believe this is so important and I always encourage others to do it too. This is what keeps me motivated.
I will also, always find time for the gym, a nice coffee with friends and a sneaky sauna to keep me from feeling overwhelmed.
What is the most embarrassing thing you've done?
I left a watermark on a celeb section we used to run, with 'shutterstock' written on Halle Berry's face! Mortifying!
What advice would you give to people looking to start?
Make sure there is a gap in the market for your business or something you can offer that other similar businesses don't.
What makes your magazine so successful?
I try to reach every mother and mother to be by telling their story or highlighting issues that real mums relate too.
I try to make sure to have a good balance of topics, real life stories, giveaways and light hearted pieces.
God knows we need it! Especially in the early years of parenting!
