MNI, a media planning-buying services and digital solutions company, is adding three new magazines to its roster: Better Homes & Gardens, Parents and Parents Latina.
It claims it now provides advertisers with access to more than 70% of consumer magazines from Meredith Corp., Condé Nast and Hearst.
With the addition of these three magazines, MNI can more effectively target modern families and mothers with young children, GM Mark Glatzhofer told Publishers Daily.
MNI, owned by Meredith but sells magazine advertising across various publishing companies, cited stats on baby trends in the U.S. to back the decision. By 2022, the population of children under six years old will have grown 6% since 2012, according to market research company Mintel. Hispanic families are outpacing non-Hispanic women in birth rates.
Baby brands spent at least $263,000 on advertising in 2017, according to Kantar, with nearly $15,000 allocated toward magazine advertising.
MNI will offer both regional inserts in national publications and cover wrap programs in the three magazines to clients.
MNI works with 41 magazines, grouped in 14 different category networks for local advertising opportunities: beauty, business, entertainment, food, Hispanic family, home, living well, luxury, men’s lifestyle, modern family, news, style and design and thought leader.
Parents magazine will be in the modern family network, Parents Latina in Hispanic family and Better Homes & Gardens in homes.
“Our goal is to work with all these magazines, group them in packages with similar demographics that advertisers are trying to reach and then target local markets,” Glatzhofer said. “People really want to get their message across, and print is part of their media mix."
The three Meredith magazines will be available to advertisers working with MNI starting January 2019.
Better Homes & Gardens, Parents and Parents Latina, are “a great fit for our clients. We are seeing success in the last couple years in CPG and launching new products… for mothers with younger children [the brands] would like to reach,” he added.
MNI worked with over 350 clients this year.
Glatzhofer said the company has increasingly brought non-endemic brands to its print magazine partners, such as a travel client to a business publication.
MNI claimed last month that revenue from its print campaigns has grown 30% year-over-year.
MNI is “in negotiations” with a few other “healthy lifestyle” magazine brands to bring into their offering next year, Glatzhofer said.