The Knot Aims for Ad Bump in Bump Acquisition

Post written by Fred Aun.

If they don’t want Grandma to frown, couples are supposed to tie the knot, meaning get married, before the woman gets a bump, meaning a baby.

Granny, therefore, would appreciate the fact that it was The Knot that just acquired The Bump instead of it being the other way around.

The Knot, publishes wedding resources Web site TheKnot.com. It also owns WeddingChannel.com, lifestyle Web site TheNest.com and baby-focused TheNestBaby.com.

The Bump is a magazine and Web site, published by Bump Media, Inc. that is focused on pregnancy and new parents. The magazine is distributed in OB/GYN offices.

That’s one of big reasons the gang at The Knot was interested in the deal, said CEO David Liu in a statement.

“There is a significant barrier of entry to distributing materials through OB/GYN offices,” he said. “The Bump’s already established relationship with this trusted resource lends credibility to the brand and a unique ability to connect with this consumer at their earliest stage of pregnancy.”

It all should be good news for The Knot’s baby and maternity product advertisers who desperately want to reach moms, and moms-to-be, as they wait uncomfortably in those pastel painted doctor offices.

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