media kit 2014
MORE THAN A NEW MOM (she’s one of our GEMS ) ™
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 consumers, 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.
HOW BIG IS BABY? Baby Market Snapshot: Nearly 4 million births each year 40%, or nearly 1.6 million+, are “first-child births” Nearly $50 billion spent on babies and toddlers per year $20 billion spent on firstborns per year
Sources: National Center for Health Statistics—Vital Statistics Report, 2011; Packaged Facts Infant, Toddler and Pre-K Products 2010; USDA Expenditures on Children by Families 2012
ONLINE—The most engaging network
PRINT—20 editions
VIDEO—Advice from experts
MOBILE —100,000 ac
COMMUNITY—Twitter, Facebook, The Bump boards and more
ctive monthly users
BOOKS—Resources moms trust
ECOMMERCE—2.2 million active registries
MISSION STATEMENT To be the go-to media for influential first-time moms on pregnancy, fertility and baby’s first years.
ONLINE
thebump.com TheBump.com delivers expert advice online, where content includes insightful articles, interactive tools, daily deals, baby registries, community guides and millions of monthly social connections created by our audience of over 5 million.
the bump magazine The Bump magazine delivers expert advice with local insights, and guides moms-to-be on getting ready, where to shop and how to celebrate baby with a friendly, trusted, modern voice.
Source: Coremetrics January-December 2013 Average
20 markets!
REACHING FIRST-TIME MOMS ONLINE TheBump.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 preschoolers.
THEBUMP.COM CHANNELS AND CONTENT
MEMBER DEMOGRAPHICS
Getting Pregnant
Average age 30 years
Pregnancy
30% had a baby in the past year
Newborn & Baby
50% are currently pregnant:
24% in first trimester
Toddler
37% in second trimester
39% in third trimester
Preschooler
76% first pregnancy/child
Baby Names Baby Gear Registry Plus: Tools, Video, Blog, Community & Deals
Source: The Bump Member Study, 2012
86% are married
Average HHI $80,700 Median HHI $59,600 HHI $100,000+ 28% Own home 62% College grad (4-year+) 60% Employed prebirth 83% Employed postbirth 64%
THE MAGAZINE FOR NEW MOMS when and where they need it The Bump provides the inside scoop on the latest pregnancy and baby news and trends in their neighborhood and beyond.
IN EVERY ISSUE
celebrate Enjoying pregnancy—from baby showers to local moms’ favorite spots and babymoon tips.
glow Look and feel great throughout pregnancy with expert advice on health, fitness, nutrition, beauty and fashion.
nest Inspirational nursery ideas and the hottest gear picks, plus tips on making smart purchases.
delivery
delivery
delivery room tools forceps These are generally used to try to shift baby’s position and may also help guide the head out.
scissors Just in case you (sorry! really!) need an episiotomy.
vacuum If pushing is proving ineffective, your doc will use this to pull the baby out with suction.
amniotic hook It looks a lot scarier than it feels, we promise. This long crochet-like hook is used to break your water if it hasn’t yet.
hemostat This clamp is used for containing a bleed and clamping the umbilical cord for cutting.
The lowdown on labor and delivery—everything moms-to-be want to know about childbirth but are too afraid to ask.
scalpel This will probably only be used if you have a c-section.
basics
want to know more? Take a childbirth class! These are some popular choices. LAMAZE Used by one-fourth of mothers, Lamaze is the most popular method. You’ll learn simple, natural strategies like rhythmic breathing, hydrotherapy, massage, position changes and walking to deal during labor. Your partner will learn to encourage and support you.
5
BRADLEY Natural childbirth is the goal of this method—about 90 percent of class participants end up delivering without meds. The Bradley technique focuses on self-awareness and trusting your body, and emphasizes relaxation (not distraction) for dealing with pain and stress.
ALEXANDER This method teaches posture and movement techniques to ease muscle tension and improve balance, coordination, back pain and digestion. With it, you’ll learn to coordinate your breathing and strengthen your pelvic muscles in preparation for delivery.
HYPNOBIRTHING No, not like that guy you saw in Vegas. HypnoBirthing relies on the power of suggestion to help you relax and let your muscles work to give birth. Affirmations and visualizations are used to guide thoughts and breathing and to decrease stress and fear.
See amazing birth photos at TheBump.com/birthpics thebump.com
Baby’s here! Now what? Here’s expert advice on parenting a newborn, with tips to help parents through the coming months. available on digital newsstands too!
beyond Get advice for parenting an older baby and making the (sometimes tough!) transition to toddlerhood.
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
ALWAYS AVAILABLE advice, community and content for mobile
MOBILE SITE
m.thebump.com Our mobile site, m.thebump.com, provides the same in-depth content as our website. Moms can continue their engagement with The Bump brand on the go. Their favorite places to visit? Our community boards and our pregnancy and baby channels. MOBILE-FRIENDLY TOOLS
the ultimate pregnancy and baby calendars Both the pregnancy and baby calendar by The Bump are filled with to-dos, checklists and more for new moms and moms-to-be. Customized to a Bumpie’s due date or the birthdate of her child, these tools help guide her through pregnancy and baby’s all-important first years.
SUPER-SOCIAL BUMPIES Our moms love to connect and share on our community boards and with social media. Moms trust other moms when it comes to real advice, favorite products and top services.
#1 on Twitter for pregnancy
community
20,000+ posts a day
301,693+ followers
91,613+ followers
24,482+ followers
7,163+ followers
Source: XO Group Social Media Reporting, December 2013; Twitter 2013; The Bump Reporting Services (June 2013-December 2013)
A VIBRANT COMMUNITY of influential couples and moms The Bump Mom & Home Network is an informational hub for parenting and nesting. Whether they’re trying to conceive, buying and decorating a home, or entertaining family and friends, moms and couples turn to our sites and communities for real-life advice, as well as recommendations on the best products and services, setting the stage for brand preferences for life.
The Bump Mom & Home Network, composed of TheBump. com and TheNest.com, captures 8 million unique users and 70 million page views.
thebump.com The go-to source for first-time moms that delivers interactive tools, expert advice and baby registries, plus local community guides.
thenest.com The ultimate source of inspiration and creative solutions for modern, young couples getting serious about life and their future together.
Source: Coremetrics; January-December 2013 Average
BABY TALK Major 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 2013 year-end snapshot includes media appearances, research and promotional partnerships. • 50 million+ circulation • Appearances on: > Today > Good Morning America > Fox & Friends > Entertainment Tonight > E! News > The Price is Right • Strategic partnerships with People.com, Zulily, Uncommon Goods, White Ribbon Alliance and Kangu resulted in increased brand awareness and promotion of The Bump • More than 4,000 moms pledged to nurse in public for The Bump Public Display of Breastfeeding Day on August 15th. > The brand hosted events in top cities across the U.S. attended by moms and local media > More than 1,000 moms tweeted and posted photos on Facebook to support the campaign
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.
Why do you love The Bump?
“I have found the discussion boards extremely useful before and after birth. I have already recommended this to other friends.” “It’s one of the few comprehensive mother/mother-to-be sites out there.” “It’s a user friendly site full of good advice. I enjoy reading advice from other moms/moms-to-be just to get that feeling of solidarity like I am not the only one experiencing certain things.” “It’s easy to use, and it’s entertaining as well as informative.” “When I was pregnant, I loved the advice The Bump gave me along the way. Especially the size/fruit updates as it put things in perspective for me!”
Source: The Bump Usability Study—October 2013
“Wonderful info for first-time moms!”