BabyCenter to Launch Pioneering, Personalized Print Magazine for the 21st-Century Mom
Breaking New Ground In Its Category, BabyCenter Magazine Will Offer
Moms Customized Content Based on Their Stage of Pregnancy or Motherhood
SAN FRANCISCO, April 4 /PRNewswire/ -- BabyCenter is expecting. Launching a major expansion into print media, the web's most popular resource for new and expectant parents today announced it will publish BabyCenter magazine, the first and only publication that gives pregnant women and new moms the critical information and insights they want exactly when they want it. Building on the enormous success of BabyCenter's "stage-based" content online, BabyCenter magazine will debut as a quarterly in September 2005. The magazine will break new ground in its category by publishing customized issues with editorial focused on moms-to-be and new moms during specific phases of pregnancy and motherhood. The first issue of the magazine will serve prenatal moms in their second trimester, with three more personalized editions set to roll out through 2006. BabyCenter magazine plans to deliver a high-quality controlled circulation of 2 million annually, with a rate base of 500,000 subscribers for each of four editions over a 12-month period. BabyCenter will distribute the magazine to members who request a subscription online. The launch marks an ambitious move into traditional media for BabyCenter (http://www.babycenter.com), which launched in 1997 and is now one of the web's most successful businesses. More than 3.5 million pregnant and new moms come to BabyCenter web sites every month, according to comScore Media Metrix. BabyCenter also operates ParentCenter (http://www.parentcenter.com), the leading online resource for parents of children ages 2 to 8. "Traditional magazines in this category aren't serving the customer well at all. There's a lot of waste for readers and for advertisers -- a lot of the content is either too early or too late," said Mari Baker, BabyCenter's president. "We know from talking to customers and our years of experience with our web site, that a stage-based approach is the key to serving the parenthood category." According to SVP/group publisher David Blair, the new magazine represents a unique opportunity for marketers. "The success of our online advertising model has been our ability to work with marketers to craft advertising that is delivered in contextually relevant content and stage-based email. This magazine is so exciting because we bring that model to print and for the first time an advertiser can deliver their message at exactly the right time, to the right person, and in the right place. The power of this targeted, cross-platform approach is unmatched." Earl Justice, senior product manager at Beech-Nut, agreed. "BabyCenter magazine allows us to reach moms with a stage-relevant message in a totally new environment," he said. "It opens the door to integrated marketing campaigns with babycenter.com that have the potential to really help build the Beech-Nut brand." BabyCenter has a significant advantage over others in its category because of its ability to reach women very early in pregnancy. More women sign up for BabyCenter's personalized newsletters in month two of their pregnancy than any other month. During February 2005, 52% of the pregnant women who joined BabyCenter were in their first trimester of pregnancy. According to BabyCenter editor in chief Jim Scott, who will oversee the launch, the magazine will offer completely original content, with many articles designed to let readers interact with one another and other special tools and features online. BabyCenter has assembled an all-star team of editors and designers to develop the magazine, led by publishing veterans Scott and executive editor Nina Martin. Readers will receive the edition of BabyCenter magazine most closely tailored to their stage of pregnancy or parenthood at the time they registered for a subscription. The first issue, customized around "Pregnancy 4-6 months," will be published in September 2005. Second issue: "Pregnancy 7-9 months," to be published in November 2005. Editions to be published during the first quarter of 2006 include "Baby Birth-3 months" and "Baby 4-6 months." Scott said each edition will be updated throughout the year to reflect the latest pregnancy and parenting news, research, and trends. About BabyCenter Founded in 1997, BabyCenter LLC operates http://www.babycenter.com, the most visited online resource for new and expectant parents, http://www.parentcenter.com, the leading online resource for parents of children ages 2 to 8, and http://www.babycentre.co.uk , the leading U.K. resource for new and expectant parents. Offering extensive, medical advisory board-approved content, BabyCenter's web sites attract over 3.5 million visitors each month, as measured by comScore Media Metrix, and have been honored with numerous awards, including an Online Journalism Award. In addition, babycenter.com offers an array of interactive tools, a supportive online community, a premium subscription service, and an online store featuring thousands of products for parents and children.
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