The Bump Media Kit by XO Group Inc.

media kit 2013

MARKET OVERVIEW

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 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.

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

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

BRAND OVERVIEW

THE HOTTEST MOM BRAND in the media marketplace The Bump specializes in reaching first-time moms and influencers, delivering a highly engaged audience, a friendly, focused voice and a buzzing social community.

COMMUNITY—Twitter, Facebook, The Bump boards and more

ONLINE—The most engaging network

PRINT—20 editions

360

approach

VIDEO—Advice from experts

BOOKS

ECOMMERCE—1.2 million active registries

MOBILE

BRAND OVERVIEW

MISSION STATEMENT To be the go-to media for influential first-time moms on pregnancy, fertility and babyâ&#x20AC;&#x2122;s first years.

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 of nearly 5 million.

20 markets!

Source: Coremetrics January-May 2013 Average

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 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.

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

THEBUMP.COM OVERVIEW

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 86% are married

Pregnancy Newborn & Baby Toddler

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

Preschooler Baby Names Baby Gear Plus: Tools, Video, Community & Deals

Source: The Bump Member Study, 2012

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%

MOBILE

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

new! the ultimate pregnancy and baby calendars Both 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 Bumpieâ&#x20AC;&#x2122;s due date or the birthdate of her child, these tools help guide her through pregnancy and babyâ&#x20AC;&#x2122;s all-important first years.

new!

SOCIAL

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

twitter

facebook

20,000+ posts a day

280,000+ followers

80,000+ followers

instagram

19,500+ followers

5,400 followers

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

THE BUMP MOM & HOME NETWORK

A VIBRANT COMMUNITY of influential couples and moms The Bump Mom & Home Network is an informational hub for parenting and nesting. Whether theyâ&#x20AC;&#x2122;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-May 2013 Average

THE BUMP PRESS

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

• 50 million+ circulation • Appearances on:

> Today

> Good Morning America

> Nightline

> Access Hollywood Live

> Fox & Friends

> MSNBC Live

• TheBump.com and ForbesWoman.com “Co-Parenting Survey” resulted in 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 onto 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