• New York Times, Friday, June 17, 2011 3:30 PM

Redbook and Kiwi are just two of several magazines that are looking into promoting themselves and the brands sold by their advertisers. The former is pairing with House Party, which will help the magazine stage 1,000 "girls only" parties in reader homes on Saturday.

Attendees, estimated at 15,000, will get gifts, samples, coupons and other merchandise from Redbook advertisers, including L'Oreal Paris, Seattle's Best and Snyder's of Hanover.

The Kiwi program amasses 14,000 mom ambassadors for regular meetings averaging 20 attendees each. Participants discuss articles on the parenting site and receive product samples, which they also discuss.

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