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How To Pitch: American Baby

This mag for first-time, 'millennial moms' seeks writing with a modern approach

By Andrea Williams - November 19, 2013
Circulation: 2 million
Frequency: Monthly
Special Issues: "Shop Till You Pop," a registry welcome guide sent to new subscribers

Background: Having a child is one of life's most rewarding experiences, but more often than not, all of that excitement and joy is served up with equal parts nervousness and plain fear. And luckily for millions of U.S. women, American Baby magazine has been easing the transition into pregnancy and new motherhood since 1938. "We've always been the go-to resource for expectant and new parents, and we continue to be," says Mindy Walker, American Baby's executive editor.

American Baby is specifically targeted to the first-time, millennial mom in her 20s to early 30s, and that focus has a large impact on the book's style and tone. "We're very modern about our approach to having a baby, and I think that's reflected in the writing," says Walker. "It's very friendly, but we also use a lot of authority. We don't dumb it down for the reader; we keep it very direct and approachable."

According to Walker, American Baby is the preeminent publication for pregnancy and newborn guidance -- especially following the purchase of Baby Talk by parent company Meredith last spring. Since September 2013, American Baby staffers have begun incorporating content from the former newsstand competitor, but, says Walker, "What American Baby was doing was working really well, so we're still staying on that path."

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