Meredith Blends Fit Pregnancy and American Baby Into New Print Title
Rate base will continue at American Baby’s 2 million.
Meredith Corp. announced it will combine two of its brands to create a new one aimed at Millennial women and new moms. Fit Pregnancy and American Baby will relaunch in February as Fit Pregnancy and Baby.
The company says that the amalgamated brand will maintain American Baby’s rate base of 2 million with an 11X frequency. What’s more, it will keep the American Baby branding alive online and with brand extension products. Fitpregnancy.com, which Meredith picked up from AMI when it bought Shape, will serve as the “new” brand’s digital home.
“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 in a statement. “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.”
The Meredith Parents Network is comprised of five brands—Parents, FamilyFun, Ser Padres, Parents Latina and now, of course, Fit Pregnancy and Baby. Combined, the network attracts 11.4 million monthly unique visitors, according to comScore, and a social media reach of 5 million followers.
Although some uncertainty has arisen over its recent proposed merger with Media General, Meredith has been extremely active over the last four years with several acquisitions—including a 10-year licensing deal for full rights to Martha Stewart Living, along with the acquisitions of Allrecipes, Eating Well, FamilyFun, Rachael Ray Everyday (formerly Everyday with Rachael Ray), the Parenting brands and Shape. But these acquisitions only scratch the surface in terms of the company’s continued expansion and strategy shifts.
It also acquired Selectable Media, a digital ads solution company, Grocery Server, a digital marketing platform and MyWedding.com, a digital destination for Millennials who are planning a wedding.
The company has also launched new titles like Parents Latina, and the rapidly growing Allrecipes magazine, which has been increasing its rate base consistently since its 2013 debut—from 500K to 1.25M.
Meredith reported its Q1 2016 earnings last week (Oct. 29) and revealed that revenues grew by 4 percent to $385 million, versus the same period in 2015.