TIME'S PARENTING GROUP, J&J CREATE BOOKLETS FOR MOTHERS: SERIES TO BENEFIT TYLENOL BRAND

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Time Publishing Ventures' Parenting Group and Johnson & Johnson's Children's Tylenol brand kick off an 18-month custom-publishing program in December with "The New Moms' Guide to Fevers" booklet, which will be polybagged with Parenting and Baby Talk and distributed through doctors' offices.

REACHING NEW MOMS

"The idea was to reach new and recent moms everywhere we could," said Barbara Friedman, VP-marketing for Parenting Group and founder of its year-old custom-publishing unit. "It helps Children's Tylenol keep [its] name in front of the core market, mothers with young children."

"It's part of our overall education campaign to inform parents about the appropriate use of children's over-the-counter fever and pain relievers," said Ron Schmid, VP-communications at McNeil Consumer Products Co., the unit of J&J that markets Tylenol. "If parents use the product properly and we have customers satisfied with the results, the business will grow."

3.5 MIL GUIDEBOOKS

A total of 3.5 million guides will be distributed, with 500,000 of those copies set aside for rolling distribution, wherein new subscribers will receive the 10-page booklet as part of their first magazine "package."

The second booklet, "The New Moms' Guide to Immunization," will debut in April and the third, "The New Moms' Guide to Ear Infections," in December 1998.

The only advertising in the booklets will be for Children's Tylenol.

Retail distribution with a major drug chain will be developed for the second and third booklets.

'PREGNANCY BASICS' CONTINUES

Parenting Group also continues its Pregnancy Basics series, a 32-page magazine with J&J as exclusive advertiser, with 500,000 copies distributed to clinics nationwide targeting low-literacy expectant mothers.

Ms. Friedman said an agreement had been signed with Sanofi Pharmaceuticals to work on a prenatal nutrition and health magazine with exclusive advertising for

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