Why Modern Parents Are Still Reading ‘What to Expect When You’re Expecting’

Facing fierce competition, the iconic book is changing with the times

The book originally received a mere 4,000 orders from bookstores when it was released in 1984. It went on to sell 19 million copies. Animated illustration: Yuliya Kim; Sources: Getty Images

In 2014, the Brooklyn-based writer and Time magazine columnist Allison Yarrow—pregnant for the first time—decided she’d plunge into the plethora of self-help books that market themselves to young, expectant moms.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.