Custom Content

The Parenting Group's Custom Content division leverages the power of Parenting and Babytalk magazines to create targeted, effective, and powerful marketing solutions. Our twenty-year history of research into the mom market plus our well-developed distribution channels and award-winning editorial expertise combine to create custom materials that conquer clutter and connect with moms.

Custom content works!

  • 80% of readers prefer to receive their information on a company in the form of a custom publication.
  • 68% reported that they would save an advertiser-branded custom publication.
  • 92% of moms say the #1 reason to try a new brand is free samples.

Sources: Roper Public Affair's Report for the Custom Publishing Council, Spring 2005. MomConnection®, Why You Buy study.


Services

The Parenting Group (TPG) works with our marketing partners to build mom-targeted marketing solutions that position brands as those who understand her needs, will help solve her problems—big or small—and want the same thing she does: what's best for her family.

Content Platforms

  • Custom published magazines
  • Print collateral such as brochures and postcards
  • Event or in-store signage
  • Targeted sampling

Creative & Production Services

  • Art direction and graphic design
  • Language translation
  • Editorial crafting and fact checking
  • Image selection
  • Medical and legal approvals
  • Printing, packing, and shipping
  • Database management

Hispanic capabilities

    TPG has created educational and engaging publications for the Hispanic mom community. By understanding the fundamental similarities and key differences to general mom market, our custom publications speak to her in a language and voice she understands and can identify with.


Distribution Channels

Our proprietary distribution channels include:
  • OB/GYN offices
  • Hospital maternity wards
  • Pediatricians' offices
  • Childbirth educators
  • Women, Infants, and Children (WIC) clinics
  • Babytalk and Parenting subscribers
  • Retail partners

Medical Database

With two decades of experience, TPG has built the largest medical database in the industry. Over 20,000 medical offices are part of our proprietary, pre-qualified database. This database can be segmented against geographic, demographic, socio/economic factors, and for Hispanic audiences.

WIC

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), serves to safeguard the health of pregnant and postpartum women, infants, and children up to age five who are at nutritional risk. WIC serves over eight million people per month through 10,000 local clinics. Forty-five percent of all infants born in the United States are served by WIC.

The Parenting Group has a long-standing and deep relationship with WIC, stemming from a decade of strategic partnership on custom publication and sampling programs. As a member of the WIC Business Partnership Council, TPG has established a WIC editorial review board to consult on program development, helping us effectively engage the WIC audience with simple, user-friendly, visually-appealing programs.

Consumers

Custom content can be delivered to moms outside of the medical environment by tapping into Parenting and Babytalk's subscriber database or working with our retail partners.

For more information on how to accomplish your business goals through TPG's research-based assets, contact your Parenting Group Account Manager.