Walter Rosenthal

Consumer Marketing Director, The Parenting Group, Bonnier

By Bill Mickey
Monday, March 30, 2009

The online-based Parenting Privileges program achieves that rare level of benefit for publisher, subscriber and advertiser alike.

The Parenting Group at Bonnier occupies one of the few categories where the customer base is guaranteed to quickly out-grow its need for the brand.

The group last year announced it was splitting Parenting into two titles, recognizing the different needs of school-age and infant children. It’s a customer-centric focus that has extended into promotional campaigns, and one in particular, Parenting Privileges, has created a ripple effect from renewals to advertising partnerships.

“We want to offer more than just a magazine subscription, something to enrich being a Parenting subscriber,” says Walter Rosenthal, consumer marketing director for the Parenting Group.

According to Rosenthal, the Parenting Privileges program is filling that enrichment gap. Existing online, the program leverages the wide-ranging shopping needs of new parents.

Launched in May 2008, the program is available only to Parenting subscribers and offers up to 20 percent cash back rewards on purchases at participating partner retailers. ToysRUs.com, Target.com, Diapers.com, BarnesandNoble.com and others are part of the program.

“There’s a sea change of events that happens when you have a baby,” says Rosenthal. “There’s a tremendous amount of purchases you have to make—a new house, new car, new products. We looked at that and realized a great opportunity to offer something to moms to make a difference.”

The program has also been a boon for retention as well. Rosenthal says it’s given a 10 percent lift in renewal rates and membership in the program has been growing at an 8 to 10 percent clip per month.

Participant purchases average $100 per month, earning on average $10 per month in cash-back rewards. And, according to Rosenthal, 54 percent of purchasers have made at least 10 purchases, which he says shows a repeat purchasing pattern.

Also important, however, is the buzz the program generates with advertisers—prospects and existing partners alike. “A lot of the retailers [in the program] are also our advertisers. We’re trying to build some unique programs that add value to the advertisers.”

VITAL STATS
Parenting Privileges has boosted renewals by 10 percent, and participating retail partners have realized as much as a 424 percent increase in purchasing transactions.

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