It's a perfect fit, and not just because The Knot and The Bump both relegate huge lifestyle milestones to common nouns that sound more like medical maladies than joyous occasions.
The Bump Media purchase works because both companies cater to information-hungry readers who are about to spend a truckload of money on unfamiliar things.
The companies are similar in theory. The Knot enhances its lead-generating content site with local publications to attract ad buyers at the city level, as does The Bump. The difference is that one distributes its periodicals through bridal shops instead of obstetrician offices.
Reaching out to expectant mothers isn't new to The Knot. It has strapped on its baby booties in launching The Nest Baby and acquiring lilaguide.com. The Knot's bread-and-butter business will always be its wedding planning directories, related content, and active forum, but the company's tactical moves indicate a desire to move early and later into the courtship cycle.
Whether it's dating websites (GreatBoyfriends.com) and prom-planning hubs (PromSpot.com), or newlywed hangouts (TheNest.com) and soiree-sorting resources (PartySpot.com), The Knot's wingspan is widening.
Even if expansion means bumping up against other female-fueled hotspots like GE
Even a tech haven like CNET
Making bigger waves in the baby market is the right approach for the company, especially since photographers who pay up for wedding leads on The Knot may fall right into shutterbug gigs at baby showers.
So keep hunting storks, The Knot. It won't be long before you reach so far in both directions that you'll be watching over both The Crib and The Crypt.
Baby got Foolishness:
The Knot and CNET were recommended to Motley Fool Rule Breakers subscribers two years ago. Microsoft has made the cut as an Inside Value stock pick. You can see what all the fuss is about with a free 30-day trial subscription.
Longtime Fool contributor Rick Munarriz got married years before TheKnot.com was around, and he regrets that. He could have had a punctual person working the video camera that day. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.