SAN FRANCISCO, CA: BabyCenter, the popular online site for expectant parents, has announced plans to launch a quarterly print magazine this fall.
The publication will follow the lead of the 8-year-old website, which features personalized information based on the user's stage of pregnancy.
"The key is all about relevancy," said Mari Baker, president of BabyCenter. "We can bring that to the print environment."
Baker said the first issue of BabyCenter magazine will focus on the second trimester of pregnancy. Subsequent issues will focus on the third trimester and first stages of parenthood. She said the key is "to get the right information to the right woman at the right time."
But the most attractive part to marketers, she said, is that each issue of the magazine is targeted to a very specific audience.
"The trend in media is personalization," she said. "It's what the consumer wants."
BabyCenter magazine will be available via free subscription to users of the website, which is also free. The rate base for each issue of the controlled-circulation magazine will be 500,000.