Bonnier Corp. is dipping into its war chest again, buying Conceive magazine to add to its parenting titles Parenting and Babytalk.
Aimed at aspiring moms, Conceive comes out four times a year and claims a circulation of 200,000. It was founded in 2004 by Kim Hahn, who will stay on as publisher. Bonnier also will bring on Conceive’s staff of 10. In addition to the magazine, the deal includes related fertility books, a radio show and e-newsletters.
The deal represents the fourth acquisition in the past 12 months for Bonnier, one of the few publishing companies that’s buying magazines these days in an otherwise quiet M&A market.
In June, Bonnier bought five enthusiast books from Hachette Filipacchi Media. Last year, it bought Working Mother and Scuba Diving. Terms for Conceive were not disclosed, but observers estimated Bonnier paid less than $5 million.