Essential Baby launches new look site to meet the demands of modern parents

16 March 2016

Australia’s premium parenting destination Essential Baby has announced the launch of a fresh new site, introducing content and features designed to better meet the needs of modern parents, as well as a range of sponsorship and integration opportunities for advertisers to reach its valuable audience with buying power.

With a thriving online community, Essential Baby has supported Australian parents for more than 15 years as the go-to destination for credible parenting information. Fairfax Media recently commissioned a study of 1,900 Australian parents to help shape the next generation of the Essential Baby site.

“Our research was invaluable to help inform the new features and sections of the new look site. Our research confirmed that the new generation of mums are tech savvy, non-judgmental and urban. Dads no longer just ‘help out’, they share the load, and families are no longer nuclear - they can come in all shapes and sizes. More than ever, parents are juggling their family and careers, making use of childcare to allow both parents to be in the workforce. ” Fairfax Media National Parenting Editor, Amber Robinson, said.

The new Essential Baby site features an adaptive design for a seamless user experience across all devices, a refreshed logo, as well as new sections to support mums such as ‘Just for Me’ with relationship advice and tips on beauty, fitness and mental well being; ‘Childcare’ to help women who return to work; and ‘News’ with current affairs and celebrity news.

“Essential Baby is the perfect place for advertisers to connect with a valuable audience of modern parents interested in far more than just baby products. They are also in the market for mortgages, insurance, beauty and lifestyle products as well as family friendly cars and holidays. The new site offers advertisers new sponsorship opportunities and custom integration options that encourage audience engagement and deliver a higher return-on-investment,” Fairfax Media’s Life Media Brand Solutions Director, Jodie Smith, said.

With strong audience engagement and deep loyalty, reaches 530,0001 Australians across desktop, smartphone and on tablet each month. The website audience spends an average of 29 minutes on the site per visit1. Essential Baby also has more than 753,000 Facebook followers2 , more than 13,000 Instagram followers3 and almost 262,000 forum members4.

Essential Baby’s new site launch is supported by a multi-channel marketing campaign, including a video appearing across trade and social media channels.

Fore more information on Essential Baby please go to the Essential Baby brand page.

Sources: 1 Nielsen Online Ratings | Hybrid | Surfing | Jan 16; 2 Facebook as at 14/03/15; 3 Instagram as at 14/03/15; 4 Fairfax Media Internal Reporting as at 29/02/16.

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