media kit 2012reaching first-time moms online thebump.com serves women in one of the most intense...

media kit 2012

contact us! [email protected] Bump is part of XO Group Inc.

Source: National Center for Health Statistics -- Vital Statistics Report, 2009–2010; Packaged Facts Infant, Toddler and Pre-K Products 2010; USDA Expenditures on Children by Families 2009

MARKET OVERVIEW

more than a new mom(she’s one of our GEMS™)

HOW BIG IS BABY?

Baby Market Snapshot:

4.1 million births each year

40%, or 1.6 million+ are “first child births”

Nearly $50 billion spent on babies and toddlers per year

Over $20 billion spent on firstborns per year

1.6 million babies are born to first-time moms each year—that’s almost 4 out of 10 births in the US. For moms who are pregnant (or trying to be), it’s an intense period of learning, connecting and preparing.

Today’s millennial moms get immediate answers and they place their trust in community: like-minded influential moms and experts, who help them in their decision-making process.

For marketers, these first-time moms are GEMS™: girls engaged in massive spending. They are new customers, offering a lifetime of loyalty, and brand evangelizers, who will share information with others. The key to success? Become part of their community before baby arrives.


BRAND OVERVIEW

MOBILE—12,000 downloads per month

PRINT—20 editions BOOKS —new edition in 2012

ECOMMERCE—1.1 million active registries

ONLINE —The most engaging network COMMUNITY—Twitter, Facebook, The Bump boards and more

the hottest mom brand in the media marketplaceThe Bump specializes in reaching first-time moms and influencers, delivering a highly engaged audience, a friendly, focused voice and a buzzing social community.


20markets!

BRAND OVERVIEW

The Bump Magazine delivers expert advice mixed with local insights, and guides moms-to-be on what to expect, where to shop and how to celebrate baby with a friendly, trusted, modern voice.

The expert advice continues online at TheBump.com, where content includes insightful articles, interactive tools, daily deals, baby registries, community guides and millions of monthly social connections created by our audience, over 1 million strong.

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I don’t think that any milk

is coming out when my

2-day-old sucks. Should I

give her formula too?

if baby is sucking regularly (every 2

to 3 hours), she is almost definitely

getting your colostrum (even if you

can’t see it). she only needs about

a teaspoon at each feeding, so

formula probably isn’t necessary.

Rest assured that your milk should

come flooding around day 3 or 4.

Continuing to breastfeed will help

stimulate your body to fill your

boobs, so keep doing it.What’s up with all these

gross-looking first poops?

that dark, greenish-black, gooey

stuff in baby’s diaper is called

meconium, and it’s made up of

all the stuff he was swallowing in

utero (amniotic fluid, lanugo, bile,

mucus, dead skin cells—yummy!).

After the first few bowel

movements, baby should switch

to mustard-yellow poop if you

breastfeed. it will probably look

as though it has seeds in it and

shouldn’t smell very bad. if you

are feeding baby formula, the

stool can be yellow, brown or

green, and may smell stronger.

Most colors are fine, but if the

poop is hard and pebble-like, red

(could be blood), black (could be

digested blood) or white (could

signal liver problems), call your

doctor. she can help you figure

out if it’s a dairy sensitivity,

another problem or nothing to

worry about at all.I don’t know if I’m burping my

son right. How should I do it?

Burping expels air swallowed

during feeding and helps prevent

spit up, crankiness and gas. Burp

when you switch breasts or after

he drinks 2 to 3 ounces, and at the

end of a feeding. try these tips:

Lay him belly-down on your lap,

with his head above his chest,

and pat him on the back.

Hold him facing your chest,

with his chin on your shoulder.

Use one hand to support his

head and the other to rub or pat

his back. or, face him outward

and leaning a bit forward,

supporting his neck and chest

with one hand, and pat.

once he can hold his head up

on his own, you can hold him

against your body, facing

outward. Gently apply pressure

on his stomach to release gas

as you walk around.

When will I need to take

baby to the pediatrician?Most doctors will

want to see baby at least at birth,

2 to 4 days after birth and then at

2, 4, 6, 9 and 12 months, which

is the minimum recommended

by the American Academy of Pediatrics. Every

doc’s preferences are different,

though, so check with yours.

(

(

Burping how-tos,

baby’s first doctor visit,

411 on poop and more…

basics

1 thebump.com

Houston thebump.com 2

I’m a wreck about baby’s

first bath! What do I need?

Try not to worry: Bath time isn’t so tough. Once baby’s umbilical

cord comes off, you can move from sponge baths to “real” baths—

in the baby bathtub, in the kitchen sink (make sure it’s clean!) or

in your arms in the big bathtub (have help getting in and out, and

use a nonslip mat). Start by soaking baby. Always keep a hand on

him (caution: infants are slippery when wet). Start from the top and

work your way down. Wash his face first, cleaning one small area

at a time. As you move down, thoroughly wash inside all his

folds (under the arms, in the neck, the genital area, etc.). Save the

dirtiest parts (aka the diaper area) for last. Then, move back up

and wash baby’s hair. This should be your very last move, since

infants lose most of their body heat through their heads. If the water

is still warm, you can engage in a little playtime, but don’t splash

for too long —as the water chills, baby will start to get cold. Here’s

the gear that you should have on hand for bath time:

washing station Make sure your

setup is steady, and position baby’s

head far from the faucet.

warm room Keep the

temperature raised (75 to 80°F) so that

coming out of the bath won’t be a shock

to baby’s system.

plastic cup For rinsing. or squeeze

a wet washcloth over baby’s head to

get rid of soap.

washcloths Use one color for bath

time, another for diaper changes.

extras Remedies that your doctor

suggests should be in arm’s reach. >

water Fill the tub with about 3 inches

of water. temp should be a bit hotter

than lukewarm. test it on your wrist .

baby soap Use a mild, tear-free soap

for body and hair, like

Burt’s Bees Baby Bee

shampoo & Wash.

glow

1 thebump.com


" More tasty meal ideas at TheBump.com/recipe

wfl (what’s for lunch?)

Sorry, but you won’t be picking up a tuna

roll or packing a pastrami sandwich right now.

So what should you eat? Here, some ideas.

by elena donovan mauer

illustration by stephen Campbell

tipsforpacking

Make soups and chili over the weekend for the

week (the Crock-Pot is your friend!). Whole-grain crackers and bread

are fiber rich. Cook some extra dinner—roast chicken, sweet potatoes, sautéed

greens—and pack it the next day. If you’re a PB&J

girl, choose natural peanut butter and

100% fruit jam.

tipsforbuying

Restaurants overdo the salt and oils. Try to limit eating out to once

a week. Stuck with fast food? Order grilled

chicken and get a baked potato or a yogurt parfait instead of fries. Go Mexican: get

chicken (protein), veggies (fiber and

vitamins) and beans, but skip the tortilla (too many

refined carbs!).

turkey chili You need more protein than you

did in your pre-prego life. Lean turkey and

beans (which are also packed with fiber and magnesium) are

excellent sources.

pear Stock up on your favorite fruit—oranges and apples

are great choices too—and pack a piece every day. You’ll probably need a little

help, um, digesting and that’s where the

fiber (about 4 grams in a pear) comes in.

fruit cup Hit a local fruit stand for a no-guilt side dish full of vitamins and fiber.

yogurt You guessed it: calcium! The corner grocery

or drugstore should carry some yummy

options. Top it with granola for crunch.

lemon zinger tea Skip the coffee machine and sip some decaf herbal

tea. Hit the water cooler too—you need

to stay hydrated.

side salad Pile on the veggies! Colorful

salads have plenty of antioxidants. Spinach

adds extra iron, and avocados offer those

infamous “good fats” (read: heart healthy!).

the bump expert: maria pari-Keener, dietitian and

founder of Maternal Health Matters, a NYC nutrition

practice offering prenatal and postpartum counseling.

whole-wheat pizza Order from a local

pizza joint that offers a whole-wheat crust

option. Have it loaded with zucchini, squash

and peppers, which have vitamin C. Enjoy

the calcium (and flavor) benefits of the cheese.

seltzer Craving something bubbly? Avoid high fructose

corn syrup, caffeine and artificial sweetener,

and stick to seltzer.

if you pack

if you buy

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citynametk thebump.com 2

1 thebump.com

go modPick a crib with clean

lines and a nontoxic

finish. Crib, $690,

Giggle.com; Dwell

bedding, $396,

MiniJake.com

stripe it right

Lay them on thick.

Horizontal bands add

a soft ray of sunlight.

Lemon Meringue,

BenjaminMoore.com

hang around

Stimulate baby’s

senses in high style.

Mobiles are fun in all

shapes, sizes and

colors. $125,

AtomicMobiles.com

+charcoallemon

frame itLovin’ a poster? Mat it

and make it art. Print,

$45, MadebyGirl.com

SET

BUIL

DER

: RIC

HA

RD B

ALA

DO

double up

Layer a fluffy sheepskin

rug on top of an already

soft surface. Tiles, $18

each, Flor.com; rug, $50,

IKEA.com for stores

Tired of the same

old boring blue or pink?

Not anymore. We’re

delivering 3 baby’s rooms

with colorful style.

By KrIssy tIGlIAs

photoGrAphy By MArK lund

stylInG By KEndrA sMoot

inspiring nursery

ideas

nest

mission statementTo be the go-to media for influential first-time moms on pregnancy, fertility and baby’s first years.

Source: comScore 2011

The Bump is part of XO Group Inc.

contact us! [email protected]

PRINT

the magazine for new moms when and where they need itThe Bump provides the inside scoop on the latest pregnancy and baby news and trends in their neighborhood and beyond.


1 thebump.com

go modPick a crib with clean

lines and a nontoxic

finish. Crib, $690,

Giggle.com; Dwell

bedding, $396,

MiniJake.com

stripe it right

Lay them on thick.

Horizontal bands add

a soft ray of sunlight.

Lemon Meringue,

BenjaminMoore.com

hang around

Stimulate baby’s

senses in high style.

Mobiles are fun in all

shapes, sizes and

colors. $125,

AtomicMobiles.com

+charcoallemon

frame itLovin’ a poster? Mat it

and make it art. Print,

$45, MadebyGirl.com

SET

BUIL

DER

: RIC

HA

RD B

ALA

DO

double up

Layer a fluffy sheepskin

rug on top of an already

soft surface. Tiles, $18

each, Flor.com; rug, $50,

IKEA.com for stores

Tired of the same

old boring blue or pink?

Not anymore. We’re

delivering 3 baby’s rooms

with colorful style.

By KrIssy tIGlIAs

photoGrAphy By MArK lund

stylInG By KEndrA sMoot

inspiring nursery

ideas

nest

IN EVERY ISSUE

celebrateEnjoying pregnancy—from baby showers to local moms’ favorite spots to babymoon tips.

glowLook and feel great throughout pregnancy with expert advice on health, fitness, nutrition, beauty and fashion.

nestInspirational nursery ideas, the hottest gear picks, plus tips on making smart purchases.

deliveryThe lowdown on labor and delivery—everything moms-to-be want to know about childbirth but are too afraid to ask.

basicsBaby’s here! Now what? Here’s expert advice on parenting a newborn, with tips to help parents through the coming months.

delivery

1 thebump.com


ultrasound machine Oh, you remember this one! It’s used to check what your baby’s up to in there.

land line Pack your numbers. Many hospitals don’t allow cell phones.

privacy curtain If you have kids and want them in the delivery room, close this during any “scary” parts.

soothing blanket Colors like deep purple, natural green and neutral tones have a warm, calming affect.

the radiant warmer This open-top “heater” regulates baby’s temperature after you give birth. >

fetal monitorIt measures baby’s heartbeat and your contractions.

physician’s tableThis table slides to the foot of the bed during delivery.

" Get prepped for labor at TheBump.com/delivery

delivery roomdecodedOkay, so you took the tour and kind of know what to expect,

but here’s a quick refresher. by caitlin moscatello

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I don’t think that any milk is coming out when my

2-day-old sucks. Should I give her formula too?

if baby is sucking regularly (every 2

to 3 hours), she is almost definitely

getting your colostrum (even if you

can’t see it). she only needs about

a teaspoon at each feeding, so formula probably isn’t necessary.

Rest assured that your milk should

come flooding around day 3 or 4.

Continuing to breastfeed will help

stimulate your body to fill your boobs, so keep doing it.What’s up with all these

gross-looking first poops?that dark, greenish-black, gooey

stuff in baby’s diaper is called meconium, and it’s made up of

all the stuff he was swallowing in

utero (amniotic fluid, lanugo, bile,

mucus, dead skin cells—yummy!).

After the first few bowel movements, baby should switch

to mustard-yellow poop if you breastfeed. it will probably look

as though it has seeds in it and

shouldn’t smell very bad. if you

are feeding baby formula, the stool can be yellow, brown or

green, and may smell stronger.

Most colors are fine, but if the

poop is hard and pebble-like, red

(could be blood), black (could be

digested blood) or white (could

signal liver problems), call your

doctor. she can help you figure

out if it’s a dairy sensitivity, another problem or nothing to

worry about at all.I don’t know if I’m burping my

son right. How should I do it?Burping expels air swallowed

during feeding and helps prevent

spit up, crankiness and gas. Burp

when you switch breasts or after

he drinks 2 to 3 ounces, and at the

end of a feeding. try these tips: Lay him belly-down on your lap,

with his head above his chest, and pat him on the back.

Hold him facing your chest, with his chin on your shoulder.

Use one hand to support his head and the other to rub or pat

his back. or, face him outward and leaning a bit forward,

supporting his neck and chest with one hand, and pat.

once he can hold his head up on his own, you can hold him

against your body, facing outward. Gently apply pressure

on his stomach to release gas as you walk around.

When will I need to take baby to the pediatrician?Most doctors will want to see baby at least at birth, 2 to 4 days after birth and then at 2, 4, 6, 9 and 12 months, which is the minimum recommended by the American Academy of Pediatrics. Every doc’s preferences are different, though, so check with yours.

(

(

Burping how-tos, baby’s first doctor visit, 411 on poop and more…

basics

1 thebump.com


I’m a wreck about baby’s

first bath! What do I need?

Try not to worry: Bath time isn’t so tough. Once baby’s umbilical

cord comes off, you can move from sponge baths to “real” baths—

in the baby bathtub, in the kitchen sink (make sure it’s clean!) or

in your arms in the big bathtub (have help getting in and out, and

use a nonslip mat). Start by soaking baby. Always keep a hand on

him (caution: infants are slippery when wet). Start from the top and

work your way down. Wash his face first, cleaning one small area

at a time. As you move down, thoroughly wash inside all his

folds (under the arms, in the neck, the genital area, etc.). Save the

dirtiest parts (aka the diaper area) for last. Then, move back up

and wash baby’s hair. This should be your very last move, since

infants lose most of their body heat through their heads. If the water

is still warm, you can engage in a little playtime, but don’t splash

for too long —as the water chills, baby will start to get cold. Here’s

the gear that you should have on hand for bath time:

washing station Make sure your setup is steady, and position baby’s head far from the faucet.

warm room Keep the temperature raised (75 to 80°F) so that

coming out of the bath won’t be a shock to baby’s system.

plastic cup For rinsing. or squeeze a wet washcloth over baby’s head to get rid of soap.

washcloths Use one color for bath time, another for diaper changes.

extras Remedies that your doctor suggests should be in arm’s reach. >

water Fill the tub with about 3 inches of water. temp should be a bit hotter

than lukewarm. test it on your wrist .

baby soap Use a mild, tear-free soap for body and hair, like Burt’s Bees Baby Bee

shampoo & Wash.

glow

1 thebump.com

Houston thebump.com 2" More tasty meal ideas at TheBump.com/recipe

wfl (what’s for lunch?)

Sorry, but you won’t be picking up a tuna

roll or packing a pastrami sandwich right now.

So what should you eat? Here, some ideas.

by elena donovan mauer

illustration by stephen Campbell

tipsforpacking

Make soups

and chili over the

weekend for the

week (the Crock-

Pot is your friend!).

Whole-grain

crackers and bread

are fiber rich.

Cook some extra

dinner—roast

chicken, sweet

potatoes, sautéed

greens—and pack it

the next day.

If you’re a PB&J

girl, choose natural

peanut butter and

100% fruit jam.

tipsforbuying

Restaurants

overdo the salt and

oils. Try to limit

eating out to once

a week.

Stuck with fast

food? Order grilled

chicken and get

a baked potato or

a yogurt parfait

instead of fries.

Go Mexican: get

chicken (protein),

veggies (fiber and

vitamins) and

beans, but skip the

tortilla (too many

refined carbs!).

turkey chili You need

more protein than you

did in your pre-prego

life. Lean turkey and

beans (which are also

packed with fiber

and magnesium) are

excellent sources.

pear Stock up on

your favorite fruit—

oranges and apples

are great choices

too—and pack a piece

every day. You’ll

probably need a little

help, um, digesting

and that’s where the

fiber (about 4 grams

in a pear) comes in.

fruit cup Hit a local fruit

stand for a no-

guilt side dish

full of vitamins

and fiber.

yogurt You

guessed it: calcium!

The corner grocery

or drugstore should

carry some yummy

options. Top it with

granola for crunch.

lemon zinger tea

Skip the coffee

machine and sip

some decaf herbal

tea. Hit the water

cooler too—you need

to stay hydrated.

side salad Pile on

the veggies! Colorful

salads have plenty of

antioxidants. Spinach

adds extra iron, and

avocados offer those

infamous “good fats”

(read: heart healthy!).

the bump expert: maria pari-Keener, dietitian and

founder of Maternal Health Matters, a NYC nutrition

practice offering prenatal and postpartum counseling.

whole-wheat pizza

Order from a local

pizza joint that offers

a whole-wheat crust

option. Have it loaded

with zucchini, squash

and peppers, which

have vitamin C. Enjoy

the calcium (and flavor)

benefits of the cheese.

seltzer Craving

something bubbly?

Avoid high fructose

corn syrup, caffeine

and artificial sweetener,

and stick to seltzer.

if you packif you buy

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DISTRIBUTION

Published twice a year; distributed in 20 top US markets via key partnerships with ob-gyn offices

605,000 total distribution• Atlanta• Bay Area• Boston• Chicago• Dallas• Denver• Detroit• Houston• Los Angeles• New Jersey• New York Metro• North Carolina• Orange County• Philadelphia• Phoenix• San Diego• Seattle• South Florida• St. Louis• Washington, DC/

N. Virginia/Baltimore

The Bump is part of XO Group Inc.

contact us! [email protected]

Source: The Bump Member Study, 2011

THEBUMP.COM OVERVIEW

reaching first-time moms onlineTheBump.com serves women in one of the most intense times of their lives: when they are currently pregnant, trying to get pregnant or caring for their new little ones, from infants to toddlers.

THEBUMP.COM CHANNELS AND CONTENT

Getting Pregnant

Pregnancy

Newborn & Baby

Toddler

Baby Names

Baby Gear

Plus: Tools, Video, Community & Deals

ONLINE DEMOGRAPHICS

Average age 29 years

87% are married

30% had a baby in the past year

52% are currently pregnant:

21% in first trimester

38% in second trimester

41% in third trimester

73% first pregnancy/child

Average HHI $79,500

Median HHI $58,400

HHI $100,000+ 27%

Own home 64%

College grad (4-year+) 62%

Employed prebirth 84%

Employed postbirth 64%


THE BUMP NETWORK FOR MOMS/ONLINE OVERVIEW

a vibrant community of influential moms Led by TheBump.com, The Bump Network delivers expert advice, resources and expansive communities for moms with infants, babies and toddlers.

from

BREASTFEEDING.COM Newly redesigned, this #1 breastfeeding site specifically targets new moms, delivering advice and addressing concerns about feeding infants and older babies.

MAMASOURCE (MAMAPEDIA.COM) Advice-driven content from moms for moms on everything from health, family, parenting and pregnancy to nutrition, travel, finance and more, plus can’t-resist daily deals.

Nearly 2 million users each month

Leads in engagement:

15 minutes spent online, per user/month

plus 40 million page views

per month

THEBUMP.COM The go-to source for first-time moms that delivers interactive tools, expert advice and baby registries, plus local community guides.

Source: comScore 2011


THE BUMP PRESS

baby talkMajor media outlets—including top news and entertainment outlets—are turning to The Bump because of the expertise Carley Roney and her editorial staff provide.

The 2011 year-end snapshot includes media appearances, research and promotional partnerships:

• 40million+circulation

• Appearanceson:

> Today

> Good Morning America

> ABC Nightline

> Access Hollywood Live

> Fox & Friends

> MSNBC Live

• TheBump.comandForbesWoman.com“Co-Parenting Survey,” 45 media placements including:

> Today

> MSNBC Live

> Reuters

> The Washington Post

> New York Daily News

> Time.com


THE BUMP COMMUNITY ENGAGEMENT/ONLINE OVERVIEW

a whole lotta lovin’From active community boards on TheBump.com to the largest pregnancy group on Twitter, members of The Bump are highly engaged with the site and each other through conception, pregnancy and child-raising.

Wonderful info for first-time moms!

Why do you love The Bump?

I love the feeling of being able to talk with other moms about what is going on with our little ones.

I love the forums where people can go and bounce ideas off one another, get answers from those who have gone through the same things, learn what is normal...it’s a community of friends...

Other websites are just opinions from random people, and TheBump.com gives you facts from other moms and actual doctors.

I loved The Knot and The Nest, so The Bump makes a perfect trifecta! It is easy to navigate, fun and always in the know!

I love TheBump.com because it seems as if it has answers to my every question, and if not, then I can go on to the message boards and find my answers there. I just love everything about it!!!

It’s easy to navigate and find what you are looking for. Every time I’ve gone there for a specific question...I can always find some kind of answer. I feel it’s relevant to what other moms are thinking, asking.

Source: The Bump Member Study, 2011

media kit 2012reaching first-time moms online thebump.com serves women in one of the most intense...

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