Meredith Corporation announced today that it has acquired Parents, Child, Fitness and Family Circle magazines for $350 million from Gruner and Jahr. The transaction includes, Ser Padres, a Spanish-language title published six times a year with a distribution base of 500,000. Ser Padres last year brought in more than four times as much in advertising dollars as Meredith's leading parenting magazine Healthy Kids en Español.
“The acquisition adds to our growing presence in the Hispanic marketplace," Chief Operating Officer Stephen M. Lacy noted, adding that Parents' Spanish-language title, Ser Padres, is an established title. "Combined with American Baby's Hispanic titles, our custom marketing programs and the September 2005 launch of our new Spanish-language women's title — Siempre Mujer! — Meredith is uniquely positioned to serve Hispanic consumers, the fastest-growing segment of the American population."
Commited to the Hispanic market
Meredith already publishes three Hispanic parenting magazines; Healthy Kids en español (quarterly, circ. 504,673, Spanish), Espera (circ. 750,000, annually) and Primeros 12 Meses (circ. 600,000, annually). Meredith's New York based editorial headquarters have been busy with the May relaunch of Healthy Kids en español and the anticipated fall launch of its new women's lifestyle magazine Siempre Mujer! (bimonthly, circ. rate base 350,000, Spanish). Norma Blatto, publisher of American Baby Group titles, says the Healthy Kids en español relaunch was inspired by the magazine's financial success and the growing interest in the Hispanic market. “The quality of design and editorial will make the magazine more attractive to major advertisers,” says Blatto.
The acquisition of Gruner + Jahr's parenting publications significantly extends Meredith's retail presence, adding approximately 250,000 newsstand pockets. This will bring Meredith's newsstand pockets at supermarket checkouts and other retailers across the country to nearly one million.
American Baby Group's titles (Espera, Primeros 12 meses and Healthy Kids en español and the just acquired Ser Padres) compete with the following titles in the Hispanic Parenting magazine marketplace:
– This spring, Impact Media Communications Inc. launched New Parent en español, the Hispanic edition of the general market title with the same name. Steve Kantor, president and co-owner of Impact Media says their new Hispanic parenting title is different from existing magazines because it is designed to help pregnant women make the transition to motherhood. While other titles focus on the daily challenges of specific stages of pregnancy or parenthood, New Parent en español (annual, 2 printings/year, circ. rate base 500,000 BPA audit pending, Spanish) takes a more long term view. New Parent en español is distributed to pregnant women at Ob-gyn offices, birth education classes, and at Babies R'Us retail stores. Advertisers in New Parent en español's premiere edition included Evenflo, Kimberly-Clark, P&G, Johnson and Johnson, Playtex and Babies R' Us.
– TodoBebé, a producer of multimedia Spanish-language pregnancy and parenting content, recently partnered with shared-mail advertising company ADVO to distribute its new bilingual publication TodoBebé Direct. Todobebe.com is a Spanish-language parenting website with a monthly circulation of over half a million parenting e-newsletters. TodoBebé has attracted a number of national advertisers including Fisher-Price and Wal-Mart.
– Another strong player in the Hispanic parenting magazine market is La Maze para Padres (circ. 750,000, 2 printings annually), published by Ivillage Parenting Network .La Maze para Padres, mostly targets pregnant women and provides education on LaMaze and natural childbirth.
For more information read: Parenting magazines: Mamás and Papás are red hot for advertisers