Mission Statement
Our Mission:
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to give expectant and new moms exactly the information, tools, and resources they need to face each
stage of pregnancy and motherhood with joy and confidence.
Our Approach:
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BabyCenter is the first truly stage-based parenting magazine. Every article in every issue is tailored
to a reader's interests at that precise moment in her life--with ideas, insights, and real-world advice
informed by BabyCenter's unique access to millions of loyal online users.
Our Core Subjects:
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include prenatal and postpartum health, infant development, parenting concerns, and the emotions of
new motherhood, plus solid service on eating well, staying fit, looking good, and other lifestyle
topics.
Our Online Advantage:
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includes thousands of existing articles, polls, quizzes and other online tools, an unparalleled resource
that helps us understand expectant and new moms better than any other parenting magazine--and
allows us to track how their emotions change from week to week. With 5.5 million BabyCenter.com
users a month, we also start with a loyal reader base other magazines only dream of. While the
magazine will be a stand-alone product, we'll constantly refer readers back to the site for more
information & tools.
Our Target Reader:
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the full range of pregnant women and new moms, from 18 to 44. But most are in their 20s to late-
30s--Generation X and Y.
Our Look:
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is simple and user-friendly, infused with fresh, energetic
colors and filled with high-quality photography that reflects
the sweetness and messiness of real life.
Our Voice:
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is reassuring, inclusive, proactive, engaging and real--
designed to help a woman feel relaxed and ready for
the challenges ahead.
Our Reader's Goal:
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is to be the best mother she can possibly be, and our goal is
to give her everything she needs to succeed--when she needs it.
