Sapos y Princesas

What Sapos y Princesas does

Sapos y Princesas is a Spanish family-focused media company founded in 2005 by Nora Kurtin and headquartered in Madrid. It operates a multi-channel content ecosystem serving primarily urban parents (75% female, aged 25-44) and extended family segments across Spain. The company's core products include a monthly print magazine with 100,000 copies distributed via El Mundo newspaper kiosks and cinema chains, a website cataloging 5,000+ searchable family activities, a weekly email newsletter, podcasts, and social media presence across eight platforms including Facebook, Instagram, TikTok, YouTube, Pinterest, Twitter, LinkedIn, and messaging apps (WhatsApp and Telegram). The underlying technology platform is a content management system supporting SEO-optimized articles (6,500+ to date), email/newsletter distribution, and the proprietary 'Encuentra tu plan' activity finder tool with filtering by distance, age, and theme, integrated with Google Maps for location data.

The business model generates revenue from four streams: digital advertising via Google AdExchange and IAB-standard web formats, print magazine advertising and branded content, corporate events and special action services for enterprise clients (including family days, movie premieres, and HR employee benefit platforms), and newsletter/social media sponsorships. The magazine is free to readers, with monetization coming entirely from advertisers and B2B service clients rather than subscriptions. Enterprise clients span banking (Banco Santander, Bankinter), technology (Microsoft, Indra), retail (El Corte Ingl\u00e9s), entertainment (Disney, Rock in Rio), beverages (Coca-Cola), and real estate (Merlin Group), with 100 companies and 350+ schools receiving monthly magazine deliveries. The go-to-market combines content-led organic audience growth with sales-led B2B outreach to brands and corporate event buyers.

Name

Sapos y Princesas

Legal name

Sapos y Princesas S.L.

Website

https://saposyprincesas.elmundo.es

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Sapos y Princesas is a Spanish family-focused media platform serving urban parents through a 100,000-copy monthly print magazine, a searchable database of 5,000+ family activities, a weekly newsletter, podcasts, social channels, and corporate event services for enterprise clients.

Ownership category

akta.pro rank

Product category

Family Media Platform

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131)

akta.pro primary industry

Young Adult (YA) Publishing (MPAJAFAD)

akta.pro secondary industry

Author Website, Storefront & Direct-to-Reader Commerce (D2C Sales) (MPAJAJAE)

Keywords

• Family media platform
• Parenting content
• Print magazine publishing
• Family activity directory
• Corporate family events

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Digital advertising: Web banner ads (IAB standard formats), native content integration, Google AdExchange integration for targeted advertising. Digital campaigns with high viewability ratios.
2. Print magazine advertising: Branded content and advertising placements in 100,000 print copies distributed monthly through El Mundo, cinemas, schools, and companies.
3. Corporate events and special actions: Custom corporate events for enterprises (family days, movie premieres, cultural events), HR platform content services, and employee benefit programs including camp coordination and discount services.
4. Newsletter and social media sponsorship: Newsletter sponsorships and social media promotional content reaching engaged parent audiences.

Go-to-market motion2 records

Distribution channels9 records

Marketing channels15 records

Core offering

Sapos y Princesas is a Spanish family-focused media company that publishes a monthly print magazine (100,000 copies) and operates a digital content ecosystem including a website cataloguing 5,000+ family activities across Spain, a weekly newsletter, podcasts, and social media channels. The company also generates revenue through B2B services including corporate family events, employee benefit programs, HR communication platforms, and advertising sales to brands targeting family audiences.

Product overview

Sapos y Princesas is a family-focused media platform that operates as a multi-channel content ecosystem rather than a single product. The core offering consists of the printed magazine (100,000 monthly copies), the website with over 5,000 searchable activities, and the weekly newsletter. These are complemented by digital downloadable booklets, podcasts, and social media channels for content distribution. The 'Encuentra tu plan' tool serves as a searchable activity finder integrated into the web platform. For enterprise clients, the company offers corporate events services and a customizable digital platform for internal HR communication. All content spans parenting advice, educational activities, crafts, travel destinations, and expert interviews across both consumer and B2B channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Revista impresa (Print Magazine) Monthly printed magazine with national distribution of 100,000 copies featuring family activities, travel destinations, crafts, educational content, and expert parenting recommendations. Distributed free through El Mundo newspaper kiosks, cinemas, schools, and companies.
• Portal web de actividades (Activities Website)
• Newsletter semanal (Weekly Newsletter) Weekly email newsletter delivering curated family activity plans, expert advice, and recommendations tailored to users' cities and interests. Includes a dedicated newsletter for educators.
• Podcasts Audio content including 'Viajar es criar' podcast for traveling families and expert interview series featuring psychologists, educators, and health professionals. Distributed via Spotify and SoundCloud.
• Eventos corporativos (Corporate Events) Custom corporate event services for enterprises including family days, movie premieres, outdoor events, cultural visits, and themed tours. Services extend to summer camp coordination for employees' children.
• Plataforma exclusiva digital (Enterprise HR Digital Platform) Customizable digital platform for enterprise HR departments offering curated expert content on wellness, nutrition, and physical activity for employee engagement.

Quantifiable outcome

• 93.8% of parents say Sapos y Princesas offers practical solutions to deciding family activities
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

18 partnerships are on record, tiered major, minor and core.

• MicrosoftmajorStrategic or Co-development PartnerCorporate events collaboration including family days and internal company events. Microsoft has worked with Sapos y Princesas for employee family activities and brand activations.
• Banco SantandermajorStrategic or Co-development PartnerCorporate events services for one of Spain's largest banks. Includes family day organization and employee benefit program collaborations.
• IfemamajorStrategic or Co-development PartnerCo-organization of Festival de la Familia, a major family event. Strategic collaboration for family-oriented public events.
• El Corte InglésmajorChannel Partner/ Reseller/ DistributorCorporate events collaboration with Spain's largest department store chain for family-oriented brand activations.
• DisneymajorStrategic or Co-development PartnerMovie premiere events for Disney releases. Brand activation and promotional events targeting family audiences.
• Rock in RiominorStrategic or Co-development PartnerFamily-oriented event programming and activities at Rock in Rio festival. Content creation and family activity zones.
• Oficina de Turismo de AlemaniaminorStrategic or Co-development PartnerGerman National Tourist Board collaboration for outdoor events and tourism promotion targeting Spanish families.
• Oficina de Turismo de CatalunyaminorStrategic or Co-development PartnerRegional tourism promotion events for Catalan destinations targeting family travelers.
• IndraminorStrategic or Co-development PartnerCorporate events services for technology company Indra's employee family activities.
• Coca-ColaminorStrategic or Co-development PartnerBrand activations and corporate events with Coca-Cola for family audiences.
• Merlin GroupminorStrategic or Co-development PartnerReal estate company's corporate events for employees and families.
• BankinterminorStrategic or Co-development PartnerBanking sector corporate events and employee benefit programs.
• Ciudad de Key Biscayne (Florida)minorStrategic or Co-development PartnerInternational destination marketing collaboration for family tourism.
• Miami Design DistrictminorStrategic or Co-development PartnerInternational brand and tourism collaboration for family-oriented events in Miami.
• Yelmo CinescoreChannel Partner/ Reseller/ DistributorMagazine distribution through Yelmo cinema chain's 100+ locations across Spain. Magazines placed at exhibitors near cinema entrances.
• KinépoliscoreChannel Partner/ Reseller/ DistributorMagazine distribution through Kinépolis cinema chain in Madrid, Barcelona, Alicante, Valencia, Marbella, and Granada.
• Antena 3minorStrategic or Co-development PartnerNavifun event collaboration with Antena 3 television channel for family programming.
• El Mundo (newspaper)coreChannel Partner/ Reseller/ DistributorParent company and print distribution partner. Magazine distributed free with El Mundo newspaper, providing major reach through newspaper's subscriber base.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fatherly: US digital parenting brand for fathers with editorial, podcast, and commerce. Comparable digital parenting media with a differentiated audience segment and content-first monetization.
• Mumsnet: UK-based parenting community and content platform with forums, reviews, and editorial content. Comparable business model combining user-generated content, expert editorial, and advertising-led monetization.
• Criar con sentido común: Spanish platform offering parenting courses, content, and a complementary brand-name personality (Ángeles Molina). Comparable digital-first parenting media positioning in the Spanish market.
• Motherly: US digital parenting media platform serving millennial and Gen Z mothers with editorial content, classes, and an e-commerce marketplace. Comparable digital-first parenting audience and content commerce model.
• Ser Padres: Spain's longest-running parenting magazine and digital platform, covering pregnancy,育儿, education, and family activities. Closest direct competitor to Sapos y Princesas in the Spanish parenting media category with similar print + digital model.
• Mi bebé y yo: Spanish parenting magazine and website distributed in partnership with El Mundo, targeting new and expectant parents with content, products, and baby fairs. Direct competitor in children's/family publishing with overlapping audience.

Broad incumbents

• BabyCenter: Global, multi-language parenting platform owned by Everyday Health Group covering pregnancy through early childhood. Operates Spanish-language versions and represents a larger, well-funded incumbent in the same digital parenting category.
• Hola.com (parenting vertical): Spain's leading lifestyle portal with extensive family, celebrity, and parenting coverage. Broader lifestyle incumbent that overlaps with Sapos y Princesas's family audience and Spanish digital advertising market.

Emerging players

• FamilyAlbum: Photo and memory-sharing app for families with a community and content layer. Adjacent emerging player in the family digital ecosystem with overlapping audience but different core functionality.

Regional players

• Today's Parent (St. Joseph Communications): Canadian parenting magazine and digital platform serving families with editorial content, product reviews, and community. Comparable parenting media model in a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/saposyprincesas
• YouTubeyoutube.com/@saposyprincesas/videos
• Facebookfacebook.com/SaposyPrincesas
• LinkedInlinkedin.com/company/sapos-y-princesas
• Instagraminstagram.com/saposyprincesas
• TikToktiktok.com/@sapos_y_princesas
• Pinterestpinterest.es/saposyprincesas

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sapos y Princesas