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MOMS AWAY: Time Inc.'s Parenting, effective with the May issue on newsstands this week, goes for a cleaner look and a refocused edit approach. In sum: more mom. "It's no longer just a child-focused book," says Parenting Group Editorial Director Janet Chan. Executives stress something called" the mom lens" and a more lifestyle-ish-feel as well. Among the new sections: "The Mom Exchange"-which Chan compares to "what moms are talking about on the playground." Look for less expert advice and more from moms, too, in part because after six months or so, said Parenting Group President David Kieselstein, "Moms realize they're not going to break the child."

The moves come as Parenting attempts to surpass Gruner & Jahr USA Publishing's Parents, which has maintained a few-hundred-ad-page lead over Parenting in the past several years. And complicating the category is new American Baby owner Meredith Corp., which promises a new, aggressive competitor in the space who can also package a parenting title with other female-targeted magazines. Parents VP-Publisher Jan Studin shrugs off the changes: "If they believe that makes the category stronger, that's great." She said ad pages were up over 11% through April. But Kieselstein says his title's pages are up 30% through May.