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Judith Princz, who for 18 years worked to brand American Baby as the place to reach expecting moms and new parents, is trading brands and moving to Gruner & Jahr USA Publishing as senior VP-general manager of Parents, Child and American HomeStyle & Gardening.

The switch to Gruner & Jahr, which has a pre and postnatal network of publications under its Parenthood Group, will most likely heat up competition in an already crowded category.

"I'm going to start working to make everything more profitable," Ms. Princz said.


"Gruner & Jahr is a very bottom line-oriented company, and they are constantly looking for ways to grow revenue. One way I'll be looking to do that with these titles is through branding, which we were very successful with at American Baby," she added.

Gruner & Jahr did some realigning to take advantage of Ms. Princz's expertise.

Steve Deschenes, who left the company last fall, had been senior VP-general manager of YM, Fitness and American HomeStyle & Gardening. Gruner & Jahr President John Heins temporarily assumed responsibility for those titles, while directly overseeing Parents and Child. Now, Mr. Heins will oversee YM and Fitness; Dean Sanderson, formerly associate general manager for the Parenthood Group, moves to the same title at YM and Fitness.

Ms. Princz will be overseeing the launch of Parents' online site, as well as Parenthood Group titles Ser Padres, Parents' Expecting, Parents' Baby, The Organized Parent and The Organized Pregnancy.

"It's not easy to find someone with general publishing experience who knows all sides of the business, from editorial to circulation to advertising," Mr. Heins said of Ms. Princz. "Judy has overseen all of these areas, which was very important for us in managing these businesses."

Ms. Princz has been with American Baby Group since 1979 and has seen it through three owners. From 1983 to '85, she moved steadily up the ladder from associate publisher of American Baby and Childbirth to VP-general manager of American Baby Co. She oversaw the launch of Childbirth and started an in-hospital film program for new mothers.


In 1986, American Baby Co. was sold to Cahners Publishing Co. While with Cahners, Ms. Princz developed the launch plan for Healthy Kids, and oversaw the production of cable programs based on that title and American Baby. In January 1996, K-III Corp. acquired American Baby Group and other titles from Cahners and moved Ms. Princz up to VP-group publisher of the newly christened K-III Family & Leisure Group, adding to her responsibilities Modern Bride, Your Prom, Sail and Power & Motoryacht, as well as the Opus Regional Wedding Group.

Ms. Princz started her career at Family Media as a retail circulation sales coordinator for 1,001 Decorating Ideas and later worked at Redbook.

At K-III's Family & Leisure Group, Janice Grossman, president-advertising and marketing, will assume Ms. Princz's responsibilities with the title of exec VP for the American Baby Group, Modern Bride and Your Prom; VP Brian Beckwith

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