• Mediaweek, Friday, May 30, 2008 10:45 AM

Bonnier Corp.'s Parenting is launching a loyalty program that gives its readers cash back on online purchases and uses the spending patterns to compile data for advertisers.

The loyalty program required readers to register, and then they are rebated a percentage of what they spend on participating retailers' sites, including ToysRUs.com, Target.com and Diapers.com. Parenting plans to collect and identify trends from the purchase data, which it hopes will give it an edge with advertisers.

Parenting hopes the program will help it catch up with rival Meredith Corp.'s Parents, which grew ad pages 12.4% in the first half of this year. In contrast, Parenting ad pages shrunk 1.2 % during the same period, per Mediaweek Monitor.

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