USA Today has an article that discusses two new publications that focus on upscale parents: Cookie and Wondertime. The article says the parenting magazine business is booming, especially the publications focusing on luxury baby products.
"Advertisers want to reach parents who are more style- and destination-conscious," says Eva Dillon, publisher of Cookie, which beat its advertising goals for the premiere issue, which came out in November, by 20%.
Among brands helping it drive past the goal was Cadillac with an ad for its pricey SRX crossover SUV. And the GM luxury brand returned to run the ad again in Cookie's second issue (one of six planned for 2006). The copy: "Not all housewives are desperate."
"(The SRX) is the closest thing we have to the modern-day station wagon," says Kevin Smith, Cadillac spokesman. "A station wagon still has some level of stigma. It's not cool to drive a station wagon. It's cooler to drive an SUV or an SUV-like vehicle."
The newcomers are not the only titles with new views on parenting magazines. The category vets have been revamping their publications in the past several years.
Category leader Parenting started to research in 2002 what women wanted in parenting magazines, says Jeff Wellington, vice president and group publisher. The answer, he says, was content that felt more like Vogue and Elle, magazines they read before having children.
At least one magazine niche is doing well. Cookie is published by Fairchild International and Wondertime is a Disney publication. It looks good for these two new titles but Child, Parents and Parenting will defend their advertising territory from these newcomers.
USA Today has an article that discusses two new publications that focus on upscale parents: Cookie and Wondertime. The article says the parenting magazine business is booming, especially the publications focusing on luxury baby products.
