American Baby magazine is looking to improve on print's standard model of one-size-fits-all editorial. Starting with the October issue, subscribers will find pages meant to address her particular stage of pregnancy or her newborn's age.
The new "Just for You" pages will carry headlines like "Your Pregnant Body at 8 Months" or "Your Baby at 2 Months." A woman in her fourth month of pregnancy might find a feature on gender differences because she is probably about to find out the sex of her baby, the magazine said. A woman in her ninth month of pregnancy might receive an issue with content on breathing exercises or a guide to a good hospital stay.
American Baby, part of Meredith Corp., saw ad pages in its issues from January through October increase 1.8% from the equivalent period a year earlier, according to data compiled by the Media Industry Newsletter. But American Baby said the new customized pages helped the magazine increase ad pages 19.5% in the October issue alone.
An American Baby spokeswoman said it asks new subscribers for details about any pregnancy and small children, details that it will use to bind the appropriate "Just for You" pages into the appropriate subscriber copies.
"We know millennial readers crave customization in everything from cereal to sneakers," said Dana Points, the magazine's editor in chief, in a statement. "Why shouldn't their magazine be tailored to them too?"