Bonnier splits Parenting into two different magazines

Share this content:
Bonnier splits Parenting into two different magazines
Bonnier splits Parenting into two different magazines

Bonnier's Parenting magazine will split into two separate editions — Parenting Early Years and Parenting School Years — as of February 2009.

The split is intended to help Bonnier segment its audience into better-targeted groups. Early Years, with a rate base of 1.65 million, will primarily target mothers of newborns to preschoolers, while School Years, with a rate base of 500,000, will focus on parents of kids in kindergarten through fifth grade. Together, the two editions will maintain Parenting's 2.15 million rate base.

“In the research we've done since the latter part of last year, readers have very clearly stated that they had specific information needs, and those change when a child goes to school,” said Greg Schumann, VP, publisher of the Parenting Group. “This is going to facilitate us in having a longer relationship with moms than has been the case in recent history with general parenting titles. The fact that we now have dedicated information being served up specifically for moms of school-age children will help them stay in the category longer, puts us in a unique positions… and will facilitate much greater possibilities for life-stage marketing for our advertising partners.”

Starting in November, the magazine will launch a multichannel campaign to alert readers of the split. Direct mail, e-mail, telemarketing and the in-book editor's letter will all urge readers to self-select which edition to receive. Additional marketing campaigns for the split editions will run across the online portal and other holdings in the Parenting group, such as the Babytalk magazine franchise.

The current Parenting staff will work on both editions of the magazine, under the leadership of Susan Kane, editorial director of the Parenting Group.

Schumann said he expects the split will lead to “healthy growth” in the School Years audience. He also expects to gain deeper penetration in certain advertising categories, such as food and household products.

This is a 40 Under 40 Profile. Click here to see all profiles as well as previous year's winners.

Loading links....

Next Article in Media/Circulation

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here