Bonnier Acquires Working Mother Media
Deal strengthens publisherâ€™s foothold in mother, parenting market.
Bonnnier Corp. has acquired Working Mother magazine publisher Working Mother Media Inc. from MCG Capital and founding CEO Carol Evans. Financial terms were not disclosed.
Bonnier has no plans to fold Working Mother into either of its other publications, including Parenting and Babytalk, a spokesperson tells FOLIO:. No layoffs are associated with the deal.
According to Bonnier CEO Terry Snow, the acquisition is a â€śperfect fit,â€ť and â€śallows us to strengthen our foothold in the mom market and offer advertisers the most comprehensive variety of media platforms reaching mom consumers.â€ť
â€śThis is a very strategic and smart buy,â€ť Berkery Noyes managing director Chris Shannon tells FOLIO:. â€śBonnier is building a strong womenâ€™s vertical and also has scale which is what Working Mother Media needed.â€ť
Over the first half, Working Motherâ€™s ad pages were up 19.2 percent, according to Publishers Information Bureau figures. In addition to the eight-times-per-year magazine, Working Mother Media also includes a conferences and events division.
This is Bonnierâ€™s first acquisition since Swedenâ€™s Bonnier Group combined its U.S. magazine partner, World Publications, with its acquisition of 18 media properties from Time Inc.â€™s enthusiast Time4Media group last year.
The Working Mother deal was brokered by AdMedia Partners.