Reach a premium audience of over half a million* parents each month at Essential Baby, Australia's leading parenting community.

Founded in 1999, Essential Baby is a trusted source for advice and information for mums at all stages of their journey.

Highly engaged, our community of mums support and inspire each other via our popular forums, on social networks and on our informative articles.

The Essential Baby Parent audience**

  • 87% household​ finance​ decision makers
  • 25% more likely than the average Australian to buy make up or fragrances once a month or more
  • 78% intend to travel domestically in next 12 months
  • 27% more likely than the nearest competitor to apply ​for​ or change mortgage (investment properties) in the next 12 months
  • 27% intend to purchase a new car in the next 2 years​
  • 60% own investment products with 16% having a total value of investments over $500,000

Key Stats

  • Essential Baby has over 955,500 fans on Facebook^
  • Essential Baby forums have over 260,000 members^^, with 3,000 parents online at any one time
  • Essential Baby readers twice as long per page and session than other parenting sites~


Source: *emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending Oct 2016, Nielsen Digital Ratings Monthly Oct 2016 ; ^ Facebook as at 20/12/16; ^^ Fairfax internal report as at 9/02/16

Desktop readership

  • Unique Audience
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