The Bump Media Kit

media kit 2013

The Bump is part of XO Group Inc.

contact us! [email protected]

Source: National Center for Health StatisticsVital Statistics Report, 20092010; Packaged Facts Infant, Toddler and Pre-K Products 2010; USDA Expenditures on Children by Families 2009

MARKET OVERVIEW

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

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

Todays 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.

MORE THAN A NEW MOM(shes one of our GEMS)



MOBILE

PRINT20 editions

VIDEOAdvice from experts

BOOKS

ECOMMERCE1.2 million active registries

COMMUNITYTwitter, Facebook, The Bump boards and more

360 approach

ONLINE The most engaging network

BRAND OVERVIEW

The Bump specializes in reaching first-time moms and influencers, delivering a highly engaged audience, a friendly, focused voice and a buzzing social community.

THE HOTTEST MOM BRANDin the media marketplace



BRAND OVERVIEW

Source: Coremetrics January-May 2013 Average

To be the go-to media for influential first-time moms on pregnancy, fertility and babys first years.

MISSION STATEMENT

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 of nearly 5 million.

20markets!

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.



PRINT

IN EVERY ISSUE

celebrateEnjoying pregnancyfrom baby showers to local moms favorite spots and babymoon tips.

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

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

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

basicsBabys here! Now what? Heres expert advice on parenting a newborn, with tips to help parents through the coming months.

beyondGet advice for parenting an older baby and making the (sometimes tough!) transition to toddlerhood.

5 thebump.com

delivery

See amazing birth photos at TheBump.com/birthpics

want to know more?

LAMAZE Used by one-fourth of mothers, Lamaze is the most popular method. Youll 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.

HYPNOBIRTHINGNo, 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.

BRADLEY Natural childbirth is the goal of this methodabout 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.

ALEXANDERThis method teaches posture and movement techniques to ease muscle tension and improve balance, coordination, back pain and digestion. With it, youll learn to coordinate your breathing and strengthen your pelvic muscles in preparation for delivery.

Take a childbirth class! These are some popular choices.

forceps These are generally used to try to shift babys position and may also help guide the head out.

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 hasnt yet.

vacuum If pushing is proving ineffective, your doc will use this to pull the baby out with suction.

hemostat This clamp is used for containing a bleed and clamping the umbilical cord for cutting.

scissors Just in case you (sorry! really!) need an episiotomy.

scalpel This will probably only be used if you have a c-section.

delivery room tools

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 provides the inside scoop on the latest pregnancy and baby news and trends in their neighborhood and beyond.

THE MAGAZINE FOR NEW MOMS when and where they need it

available on digital

newsstands too!



Source: The Bump Member Study, 2012

THEBUMP.COM OVERVIEW

THEBUMP.COM CHANNELS AND CONTENT

Getting Pregnant

Pregnancy

Newborn & Baby

Toddler

Preschooler

Baby Names

Baby Gear

Plus: Tools, Video, Community & Deals

MEMBER DEMOGRAPHICS

Average age 30 years

86% are married

30% had a baby in the past year

50% are currently pregnant:

24% in first trimester

37% in second trimester

39% in third trimester

76% first pregnancy/child

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%

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.

REACHING FIRST-TIME MOMS ONLINE

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

MOBILE

MOBILE SITE

m.thebump.comOur 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

new! the ultimate pregnancy and baby calendarsBoth the pregnancy and newly created baby calendar by The Bump are filled with to-dos, checklists and more for new moms and moms-to-be. Customized to a Bumpies due date or the birthdate of her child, these tools help guide her through pregnancy and babys all-important first years.

ALWAYS AVAILABLE advice, community and content for mobile

new!


SOCIAL

Source: XO Group Social Media Reporting; Twitter 2013; The Bump Reporting Services (June 2012-June 2013)

twitter280,000+ followers

#1 on Twitter for pregnancy

facebook80,000+ followers

community20,000+ posts a day

pinterest19,500+ followers

instagram5,400 followers

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.

SUPER-SOCIAL BUMPIES



The Bump Mom & Home Network is an informational hub for parenting and nesting. Whether theyre 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.

A VIBRANT COMMUNITY of influential couples and moms

THE BUMP MOM & HOME NETWORK

Source: Coremetrics; January-May 2013 Average

The Bump Mom & Home Network, composed of TheBump.com and TheNest.com, captures 8 million unique users and 70 million page views.

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

thenest.comThe ultimate source of inspiration and creative solutions for modern, young couples getting serious about life and their future together.



THE BUMP PRESS

The 2012 year-end snapshot includes media appearances, research and promotional partnerships:

50million+circulation

Appearanceson:

> Today

> Good Morning America

> Nightline

> Access Hollywood Live

> Fox & Friends

> MSNBC Live

TheBump.comandForbesWoman.comCo-Parenting Survey resulted in 45 media placements, including:

> Today

> MSNBC Live

> Reuters

> The Washington Post

> New York Daily News

> Time.com

Major media outletsincluding top news and entertainment outletsare turning to The Bump because of the expertise Carley Roney and her editorial staff provide.

BABY TALK


THE BUMP COMMUNITY ENGAGEMENT/ONLINE OVERVIEW

Source: The Bump Member Study, 2011

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...its 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 onto the message boards and find my answers there. I just love everything about it!!!

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

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.

A WHOLE LOTTA LOVIN

Wonderfulinfoforfirst-time moms!

Documents

The Bump Media Kit