Meredith Corporation and WE tv have announced a special multi-brand cross promotion initiative that will pair Meredith’s leading media brands, including Parents, Family Circle, Ladies’ Home Journal, Fitness, and American Baby, with several of WE tv’s popular and upcoming original series including “Raising Sextuplets,” “The Locator,” “I Want To Save Your Life,” and “Adoption Diaries,” among others. Under the agreement, Meredith titles will feature in-book editorial coverage and online promotions of WE tv original series. In select episodes of its original series, WE tv will showcase lifestyle and medical experts featured in Meredith titles in addition to running customized on-air banners featuring Meredith brands. Meredith will also provide online content for WE tv.com for various sections of the site such as “Moms” and “Health & Fitness.” WE tv will provide Meredith titles’ Web sites with extended footage of the experts featured on WE tv shows. “Our media companies are uniquely aligned in their focus on serving women and their families with information and ideas to help them create rich and meaningful lives,” says Nancy Weber, chief marketing officer, Meredith Corporation. She notes that the collaboration will enable Meredith, which reaches 75 million women each month through its media brands, and WE tv which reaches 73 million homes, “to build out potential opportunities for marketers seeking to leverage the unprecedented scale of this cross platform relationship.”
“We’re always looking for creative ways to extend the WE tv brand into new areas, and partnering with Meredith is a perfect way for us to expand the WE tv experience by connecting with even more women,” said Kim Martin, president & general manager, WE tv. “By utilizing Meredith editors’ expertise on topics ranging from fitness to childcare, we are able to provide our viewers with further insights and tips to help them live fulfilling lives.” In June, Parents magazine and Parents.com will team with the upcoming WE tv series, “Raising Sextuplets,” which follows the lives of Jenny and Bryan Masche as they juggle the demands of caring for their sextuplets, from age 16 months until their second birthday.
The cross promotion will include an appearance by Parents Advisory Board member, Michele Borba, Ed.D, as well as an in-book editorial feature exploring how the challenges faced by the Masche family can help all families dealing with childrearing issues. Parents will also be featured during special on-air promotions during select episodes of the series.