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Baby Faire pampers Primedia kid niche

Stock up 2.27%

As part of new CEO Tom Rogers’ plan to make Primedia “the king of niche content,” the company’s American Baby group has acquired Baby Faire Inc., the largest organizer of product shows aimed at expectant and new mothers.

“The acquisition of the Baby Faire shows is another example of how at Primedia we are continuing to create exciting and innovative access for our key audiences,” said Rogers.

Focus on targets

Since Rogers took over the niche commercial and business-to-business magazine pubbery three months ago, he has focused on finding ways in which advertisers can directly connect with the company’s targeted subscribers, and the acquisition of the Winchester, Mass.-based Baby Faire fits in with that program.

So far Rogers has won more plaudits from Wall Streeters — Primedia stock has continued to climb under Rogers’ watch, today closing up 2.27% trading at just under 17 — than from the publishing community, where he has faced top defections at such magazines as New York and Seventeen since he took over the company’s reins.

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