iVillage Delves Deeper into Traditional Media

iVillage is extending its reach further into the world of print with two new mags set to launch this summer. iVillage Parenting Network already puts out Lamaze Parents, Lamaze Para Padres and BabySteps magazines, in addition to offering an in-hospital television network that delivers education programs to maternity wards.

The goal, from a revenue-generating perspective, is, of course, to offer advertisers an easy way to reach new moms through a variety of media. According to the iVillage press release:

“When Lamaze Pregnancy debuts in July, it will be hand-delivered by ob-gyns to newly pregnant women at their first prenatal visit. Starting in 2007, the magazine will be published twice annually with an expected total circulation of one million.

When BabySteps Toddler debuts in September, it will be distributed directly to parents in the pediatric office at their child’s one- year well visit. Starting in 2007, the magazine will be published twice annually with an expected circulation of one million.

Self-help site publisher Waterfront Media is a competitor that also has mommy-centric sites, and plans on developing new health sites, according to a talk I had with them a couple weeks ago. Though they’ve had a baby/pregnancy content focus, it looks like they’ll be developing educational sites devoted to specific illnesses, in the hopes of attracting pharma advertisers.