You know the media world has been turned upside down when Websites start buying magazines. Today, the Knot, which operates the wedding site of the same name, acquired The Bump, a group of local magazines and maternity guides in 11 cities. Terms were not disclosed.
In an effort to reduce the natural churn of its audience (who needs to check a wedding site after the big day is over?), the Knot created other bookend lifestyle sites—TheNest for newlyweds, and TheNestBaby for new parents. So what does a Website need magazines for? The Bump is distributed in OB/GYN offices and could help channel readers to TheNestBaby. The Knot can also use it to sell combined print/Web advertising packages.
It’s got to do something to drive traffic. TheNestBaby barely registers on comScore, with only 171,000 unique visitors in the U.S. in January, compared to the TheKnot’s 1.8 million (which itself shot up in January after a few months of decline). Maybe print isn’t dead after all. I wonder if we are going to see more Web-buy-print deals, especially in niche media.