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Redbook Launches Kidbook for Parents

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According to a breaking Adweek articleRedbook-reading moms will get something extra with their November issues of the women's service magazine. Using subscriber data to target readers with kids aged 12 and under, Redbook is polybagging 500,000 copies of a new children's supplement, Kidbook, with it's latest issue in an effort to become a title for young, married moms. The mini-mag will include tips on decorating kid's rooms, movie-inspired kiddie style and Halloween costume ideas.

Redbook isn't the first Hearst title to experiment with vertical spinoffs. Esquire and Marie Claire have come out with supplements about life at work and Food Network Magazine created a spinoff for kids. Of Kidbook's nine advertisers, five are new to the Redbookbrand: Waverly home furnishings, LeapFrog educational toys, Riviana Foods, Michaels, and TruMoo Milk.

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