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
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
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
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.
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.