Risa Crandall Exits Parent & Child Magazine

Risa Crandall, the publisher of Scholastic Parent & Child magazine who took some heat for pushing the conventional ad-edit boundaries, has left the publication.

Crandall e-mails that she’s signed on with Brand-Aide, an integrated marketing firm, where she’ll be brand integration director. A rep for Parent & Child said a search for a new publisher is under way.

Under Crandall, the parenting title bucked convention by integrating ads into the magazine, putting ads on the cover, publishing ads that cut through editorial space and running ad-edit collaborations.

There’s no sign that practice will end with Crandall’s departure; Parent & Child has sold out cover ads through its June/July 2011 issue. The title also is increasing its frequency to nine issues in 2011, after ad pages rose 9.4 percent this year through November, per the title.