FitPregnancy: A Look at the Target Audience

FitPregnancy is a niche magazine devoted to pregnant women, first-time mothers, and women aspiring to be mothers.  The articles focus on topics such as health, nutrition, fashion, and fitness for pre and postnatal women.  The magazine also includes "Real Life Stories" which allows women to discuss their experiences with miscarriage, in vitro fertilization (IVF), intrauterine insemination (IUI), and making the choice to be a single mom.  Some articles discuss the concerns of first-time mothers, such as vaccinations and breast-feeding, while others like "Real Life Stories" target women who are aspiring to conceive and can find hope in  FitPregnancy.  In this issue, the primary focus of the magazine is weight health and pregnancy.  In addition, articles discuss sex for the pre and postnatal woman.

The Pitch

The ads and article signify that the demographic of the magazine are women interested in topics related to pregnancy. Every advertisement features either a pregnant woman (in her twenties to thirties) and/or an infant.  Every advertised product is tailored to assist the needs of the pre or postnatal woman.  The advertisements also target women who are educated and are looking to purchase the "best" products for her budding family.  This is indicated in the caliber of products offered in the ads.  Women interested in products that are organic, BPA-free, or the #1 choice of pediatricians  (items manufactured by top name brands such as Dr. Brown's, Johnson's natural, and Playtex) can find them advertised in FitPregnancy.  Educated women are more likely to purchase the more expensive, organic products as well as the better crafted items (like Piyo Piyo bendable spoon/fork sets) because they understand the importance of health, nutrition, and safety.  Furthermore, the posh products (Aprica baby carrier or Luca glider by Monte) are not aimed at women of a lower socio-economic bracket.  The women depicted in the ads are youthful, stylish, smiling, and able to stock their babies' rooms with the cream of the crop. As a demographic, pregnant women, first-time mothers, and women aspiring to be mothers are vulnerable targets.  These women are willing to do what it takes for their babies and that means spending money on the right food and the best products.  FitPregnancy delivers these women to advertisers and here's how.

The Research

FitPregnancy knows where its demographic lies: young, educated, affluent women looking to conceive or pregnant with their first child.  First-time mothers are significant consumers because these women will be looking to prepare for their pregnancy with a multitude of products. Similarly, first-time mothers are traditionally anxious about being a good mother and are more susceptible to the guidance and assurance of trusted, family brands. The target audience of FitPregancy is a growing number, because women will continue to conceive and continue to need pregnancy-related items.  According to the media kit, the majority of FitPregnancy magazines (390,000) are distributed to doctors' offices--a locale that is guaranteed to attract the desired demographic of consumers.  And furthermore, women reading FitPregnancy in the trusted environment of their doctor's office is likely to reinforce the validity of the goods and services presented in the magazine.

The Market

FitPregnancy knows that the manufacturers of prenatal women's and childcare products would be perfect advertisers for the magazine. In prompting future advertisers to "access a dynamic market" (the baby boom) by advertising to first-time mothers looking for supplies, the magazine is essentially pairing the product with the parent and vice versa. "Your brand can top their shopping list!" because these women are looking for someone (this niche magazine devoted to all things pregnant) to instruct and assure them of what is the best for them and their new baby.  As FitPregnancy assures its readers of what is best for mom and baby, the magazine simultaneously assures its advertisers that their perfect, pregnant consumers are preparing for their new arrival with FitPregnancy.