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.
contact us! [email protected] Bump is part of XO Group Inc.
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.
contact us! [email protected] Bump is part of XO Group Inc.
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
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 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]
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.
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
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
citynametk thebump.com 2
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
IMA
GE
COU
RTES
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F ST
. JU
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C iN
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Atio
NA
L
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
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%
contact us! [email protected] Bump is part of XO Group Inc.
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
contact us! [email protected] Bump is part of XO Group Inc.
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
contact us! [email protected] Bump is part of XO Group Inc.
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