Meredith launching ‘Fit Pregnancy and Baby’ – combining two of its brands
New title will maintain the ratebase of ‘American Baby’ but use the website address of ‘Fit Pregnancy and Baby,’ one of the three magazines it acquired from American Media
The magazine (and broadcast) company Meredith today announced that it is creating a new title, Fit Pregnancy and Baby, from the existing brands Fit Pregnancy and American Baby. The new magazine will maintain American Baby’s 2 million rate base.
The print edition of Fit Pregnancy was shuttered shortly after being purchased by Meredith early this year.
This should be an interesting shotgun marriage. Meredith picked up Fit Pregnancy when it bought Shape earlier this year from American Media (and then turned around and shuttered its own Fitness magazine).
American Media was more enthusiastic about digital editions than Meredith. For instance, Fit Pregnancy had over 12 percent of its circulation in digital, while American Baby currently has zero. (American Baby doesn’t even have an app.)
Sell, fold, merge… Meredith’s print publishing strategy certainly is bold… and also expensive. It bought the American Media titles for $60 million and now needs to make that acquisition payoff. (Meanwhile, its Allrecipes launch continues to be a major success.)
Here is Meredith’s announcement for the new title Fit Pregnancy and Baby:
NEW YORK and DES MOINES, Iowa – November 3, 2015 — Meredith Corporation (NYSE:MDP, www.meredith.com), the leading media and marketing company serving more than 100 million unduplicated American women, announced today that it will launch Fit Pregnancy and Baby beginning with the February 2016 issue.
Meredith will produce Fit Pregnancy and Baby incorporating the best of American Baby magazine, with American Baby’s readers receiving the new and enhanced Fit Pregnancy and Baby magazine. Fit Pregnancy and Baby will have a continued rate base of 2 million, with a continued eleven times per year frequency, and reach an estimated multi-platform audience of 8.4 million. Meredith will continue to publish American Baby products periodically and the brand will continue to live online.
The current Fit Pregnancy website (www.fitpregnancy.com), which produces new original daily content, will serve as Fit Pregnancy and Baby’s digital home. The website is part of the Meredith Parents Network, which reaches a combined audience of 11.4 million unduplicated unique monthly visitors and social reach of over 5 million followers.
“The Fit Pregnancy and Baby brand reflects the modern expectant and new mom’s approach to maintaining a healthy lifestyle throughout her pregnancy and beyond,” says Carey Witmer, EVP/President, Meredith Parents Network. “We believe the brand has a strong resonance in particular with today’s audience of multicultural millennial moms who understand the importance of wellness but also want to look great and have fabulous style throughout the journey of pregnancy and new motherhood.”
Witmer notes that Meredith reaches over 60% of American millennial women across its portfolio of magazine media brands and digital properties. Fit Pregnancy and Baby will be led by the current editorial team for American Baby including Executive Editor Mindy Walker.
Fit Pregnancy and Baby will cover a range of topics important to this audience of millennial women and new moms including beauty, nutrition, maternal and baby health, fashion, wellness, and other lifestyle topics such as celebrity pregnancy and style.
“For the millennial woman, pregnancy and being a new mom is a uniquely special life stage, with its own celebrity icons, fashions, social-media trends and celebrations—like gender-reveal parties—that are unique to this generation. I’m excited to be working on the Fit Pregnancy and Baby brand and celebrating that time with our readers,” says Walker.
The Meredith Parents Network is a collection of five cornerstone brands – Parents, FamilyFun, Ser Padres, Parents Latina and now Fit Pregnancy and Baby – reflecting the multi-faceted experience of what it means to be a mom today. The Meredith Parents Network reaches these moms through dynamic media platforms that engage them in ways they can personally relate to – in the moments, places, and languages that are meaningful to them.
“The Meredith Parents Network continues to remain focused on delivering best-in-class editorial content to our readers across multiple media channels,” says Witmer. “Fit Pregnancy and Baby will deepen that engagement with our audiences of millennial women and new moms, providing new opportunities for marketers to connect with this influential audience.”
The launch of Fit Pregnancy and Baby is the latest in a series of acquisitions, launches and alliances for Meredith’s National Media Group including:
- The acquisition of the Shape brand and the launch of an enhanced Shape magazine with a 2.5 million rate base;
- A 10-year licensing agreement with Martha Stewart Living Omnimedia to acquire the rights to Martha Stewart Living, Martha Stewart Weddings and www.marthastewart.com media properties;
- The launch and growth of the award-winning Allrecipes magazine, which followed the acquisition of Allrecipes.com;
- The acquisition of leading digital destinations and platforms, including native and engagement-based digital advertising leader Selectable Media; the Grocery Server technology from Qponix; and the Millennial-focused website www.mywedding.com; and
- The launch of Parents Latina, an English-language magazine with a rate base of 700,000 targeting Millennial Latina moms.
Additionally, over the last four years, Meredith has acquired the Eating Well, FamilyFun, Rachael Ray Every Day and Parenting brands.