The Ultimate Maternity Guide (UMG) is a glossy 200-page publication created especially for expectant mums. It contains all the maternity and baby information an expectant mother needs in one book. Designed in an attractive consumer-friendly style, the guide brings the pregnant reader through the whole journey of pregnancy, explains the labour and birth process, offers essential newborn care advice plus important information for the first 12 months of a baby’s life. The Ultimate Maternity Guide reaches 43,000 expectant mothers and is distributed via seven maternity hospitals in Ireland and is also sold on the newsstand (10,000 copies) and via antenatal clinics throughout the country.