Initially conceived in the United States in 1993 as a bi-annual supplement to the US Shape, FitPregnancy was so successful that it quickly became a quarterly stand alone there too. The 56% increase in advertising pages between 1999 and 2001 was proof of how enthusiastically it was received by that market, which continues to grow.
Lani Carstens, publisher of both Shape and FitPregnancy in South Africa, is certain of FitPregnancy's appeal here: "As a supplement bagged with Shape's April issue over the past three years, FitPregnancy has been well received by both readers and advertisers, resulting in a 10-15% increase in newsstand sales, and advertiser support growing with every supplement."As the most successful spin-off to the Shape US brand, we anticipate similar success locally. "
Given the competition in this market, FitPregnancy strives to be different - and to make that difference to the mother-to-be. Says editor, Robyn von Geusau: "Editorially our focus will remain firmly on the fabulous shape that is the mother-to-be. We will be looking at all those issues that affect her and her precious cargo, be it mind, body or soul. Core will be our brilliant workouts for the pregnant form as well as the post-birth body that needs a bit of help to get it back in shape."
The target market: the Shape woman, when she's pregnant. She tends to be urban, with a median age of about 30. She is well-educated, sophisticated and seeking to strike a balance between the many and various demands on her time and attention.
FitPregnancy aims to assist pregnant women through this time of transformation from conception to just beyond the labour ward, providing all the latest information on mental and physical health, nutrition, fashion and fitness. It's the ultimate "travel guide" on a woman's rollercoaster journey through pregnancy.
Touchline Media
