Nursery World first appeared in 1925 and quickly became an important source of information on childcare. With a mainly middle-class readership, it was targeted not just at mothers but also at nannies, who often came from middle-class backgrounds.
One of the magazine’s aims was to help nannies keep in touch with one another, both through its correspondence pages and through ‘The Nursery World Friendship League’. This was a column where nannies advertised for others to keep them company, to go for walks together in the afternoons or socialise in their time off. That this was recognised as a problem is indicative of the isolation many nannies experienced and the limitations of their time off, as it was harder to meet people than if they had been in jobs with regular hours.
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