By acquiring the publishing house Mama Media d.o.o., Adria Media Serbia adds three parenting titles to its portfolio, two magazines and a website. The transaction is subject to approval from the Competition Protection Commission, Serbia's antitrust officials. Mama Media employed six employees (full-time equivalents) at the end of 2007.

This acquisition fits Adria Media's mission to provide only the best content for its readers by continuously developing its portfolio. Mama is a monthly magazine that became advertising market and quality leader in the parenting segment from its first issue 11 years ago onwards. Trudnoæa (Pregnancy) is a spin-off magazine for pregnant women with 10 issues yearly. Mama Media's third title is one of the most popular parenting websites in Serbia,

"Quality and success on the advertising market of both titles and the website are a perfect strategic fit for our growth strategy in Serbia," comments Bernd Rademann, CEO of Adria Media Serbia.

With these new titles Adria Media Serbia wants to help future parents deal with the birth of their children responsibly and more easily as well. Advice from paediatricians, pedagogues and other experts will help in making a parent's job easier.

Adria Media Serbia, is a part of Adria Media Holding (AMH) which operates in Serbia, Croatia and Slovenia. AMH is a 50-50 joint venture between Sanoma Magazines International and Gruner+Jahr. AMH publishes 39 magazines and employs around 370 people.

Sanoma Magazines International is responsible for Sanoma Magazines' activities in Central, Eastern and South East Europe. Sanoma Magazines is a division of the SanomaWSOY Group.