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It’s the A-List for Parenting!
The Bonnier magazine has been honored as one of the top performers by Advertising Age. The well-respected media trade publication named Parenting to its annual A-List‚ recognizing its choices for the top 10 performers in the magazine industry for 2010. This is the first time a Bonnier brand has made this prestigious list. Here’s the excerpt from this week’s issue of Advertising Age.
Magazine Grows Its Family of Products, Finding One Size Doesn't Fit All When It Comes to Child Publications
In February 2009, Bonnier Corp.’s Parenting introduced a “versioning strategy,” in which it split itself into two editions, Parenting Early Years and Parenting School Years. Given the timing -- right around zero hour of the economic implosion -- the decision struck many as unnecessary and potentially self-cannibalizing.
Executives at Parenting, however, remained convinced the decision was both smart and financially viable. They believed a one-size-fits-all approach had stopped making sense for many of the title’s readers, particularly as the media universe continued to evolve toward niches. Moms with two pre-teens, for instance, had little interest in wading through toddler-centric content.
 Greg Schumann
The bifurcated-title concept picked up momentum toward the end of 2009. And it paid off in the issues from January through September of this year: Ad pages were up 18.9% in Early Years and 25% in School Years versus February through September 2009. The all-important back-to-school September issues of each title showed even more growth, with Early Years up 28.2% over September 2009 and School Years up 49.7%. New advertisers included Gap, Baby Phat, Amazon and Volkswagen.
The magazine also made hay with cross-media platforms, especially the education-focused “Mom Congress” summit in Washington, D.C., which adds Target as its corporate underwriter this fall.
“Not to sound self-serving and like a blowhard, but either you choose to evolve and innovate, or you don’t,” Mr. Schumann said. “There is a disdain here for the status quo.”
“I want to personally congratulate Greg and the entire Parenting staff. The A-List highlights the best of the best in our industry‚ and for one of our brands to be included is a tremendous honor. We have some very talented people here at Bonnier and it’s great to see the industry recognize them for their great work.”
— Terry Snow, CEO, Bonnier Corp.
“This is a monumental accomplishment for Parenting and the byproduct of what has been an almost three year re-engineering plan. While the foundation of this recognition is steeped in our brand and product extensions, the reality is that the award is about our A-List staff at Parenting and their dedication, willingness to change and keep evolving, and their passion to keep trying to do it better and better.
I can say without hesitation that every single one of our staff members has in some way, shape or form contributed to our placement on this prestigious list. While this is truly a terrific accomplishment, it serves not as a culmination of our work, but rather as another major milestone in our journey of constructing and evolving the pre-eminent, mom-focused marketing/media services organization in the business.”
— Greg Schumann, VP and Group Publisher, Parenting
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