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 2m, with a continued eleven times per year frequency, and reach an estimated multi-platform audience of 8.4m. Meredith will continue to publish American Baby products periodically and the brand will continue to live online.
The current Fit Pregnancy website, 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 11.4m unduplicated unique monthly visitors and social reach of over 5m 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 per cent 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.”