Celebrities have replaced models on the covers of women’s magazines, as editors have discovered the power of stars to drive reader interest. And the trend has spread to parenting magazines, where media focus on celebrity parents has heated up.
Following in the footsteps of upscale parenting title Cookie, which regularly ran celebrity covers until it folded in 2009, Scholastic Parent & Child will replace its ordinary mom cover photos with celebrities. The new look kicks off in February with a Julianne Moore cover.
Inside, the magazine also will introduce celebrity experts like Suze Orman and Dr. Oz as part of a content and design update.
Editor Nick Friedman said Parent & Child would still stay true to its literacy and child development focus, and cover celebrities would always be tied to a mission that’s relevant to parents. In the February issue, for example, Moore promotes her work with Save the Children and literacy.
“We recognize that the voice of celebrity is one of the most powerful [when it comes] to shedding light on parenting issues,” Friedman said. “We like to think this grabs them right away and brings them into the book because it’s people they love and trust.”
Parent & Child hopes that in addition to boosting reader engagement, the expanded celebrity content will help with advertisers who want to align themselves with those personalities, said Risa Crandall, vp, Scholastic Parents Media. Parent & Child will carry new business in February from Verizon, which will run an advertorial that includes Oz and Orman, for instance.
“Advertisers like celebrity because it gives them that large voice and it gives them PR and it plays out in social media,” Crandall said. “It broadens our appeal and keeps us fresh and current.”
Parent & Child has gained attention lately for offering a guarantee to advertisers and introducing ads on its cover.