• by Erik Sass , May 29, 2007

The Bonnier Corp. is planning to produce online video content for more than 40 of its big titles, including the recently acquired Time4Media titles. With digital infrastructure provided by the Onstream Media Corporation, the video initiative accompanies a parallel push to develop more social media and networking functions. Bonnier is seeking to expand the online footprint of titles including Parenting, Babytalk, Popular Science, Field & Stream, Outdoor Life, Saveur, Spa and various sports enthusiast publications.

As part of the program, the Parenting Group is partnering with Studio 4 Networks to produce free video content for Parenting magazine that targets mothers, called "What Matters to Moms." In the series, Parenting editors discuss issues of importance to overtaxed modern mothers, including controlling temper tantrums, good manners and health issues. The video content will be available online as well as on Parenting's VOD channel, carried by Cox, Shaw, Charter, and DirecTV.

Jeff Wellington, president and group publisher of the Parenting Group, said the relationship will "create targeted opportunities for our advertisers to reach a captive audience of mom viewers." Ed Stansfield, CEO of Studio 4 Networks, added that "the partnership offers sponsors a direct and compelling opportunity to reach moms in a contextual kid-centered environment."

Burkle's Source Interlink Takes Axe to Primedia

In addition to losing the "Primedia" part of its name, Enthusiast Media is getting whacked with the cost-cutting axe by Source Interlink, its new owner. Source Interlink, owned by billionaire Ron Burkle's Yucaipa Companies, closed the publisher's circulation department in Los Angeles, a cut that laid off 30 staffers. Burkle is seeking to integrate Enthusiast Media's 70 special-interest magazines with his supermarket newsstand and marketing empire.

AARP The Magazine Reaches 31 Million Readers

AARP announced this week that its flagship publication, AARP The Magazine, now reaches an audience of 31 million readers, according to recent measurements by Mediamark Research Inc. The MRI figures have AARP's total audience increasing more than 100%, from 15.2 million in 2000. Jim Fishman, vice president and publisher, AARP integrated media sales, boasted that "advertisers such as Anheuser Busch, Procter & Gamble, The Home Depot, Lancome, Kia, General Mills, Kraft, Pfizer, Liz Claiborne, Target and Wal-Mart are teaming with AARP The Magazine to tap the 50+ market."

Custom Publishing Council Gets 2 New Members

The Custom Publishing Council has elected two new members: Rodale's Marcie Avram and Meredith's Keith Sedlak. Avram, who joined Rodale in 2002, has overseen a tenfold increase in the company's custom-publishing division. Keith Sedlak, Meredith integrated marketing's managing director, is responsible for many of that division's innovations. Meredith's integrated-marketing efforts are often seen by other players as a model for cross-platform sales.