Fairfax launches Essential Parenting Network to deliver 'Real Parent Power' to advertisers

9 May 2016

Fairfax Media has launched a new trade marketing campaign highlighting the exclusive, unduplicated audience of Essential Parenting, a network that brings together two of Australia’s most loved parenting sites, Essential Baby and Essential Kids.

The Essential Parenting network reaches 1.36 million* parents and parents-to-be each month, providing support, advice and inspiration from parenting experts and influencers, as well as audience polls and popular discussion forums.

EssentialBaby.com.au and EssentialKids.com.au have an audience duplication of just 33%*. Advertising across the Essential Parenting network extends audience reach by 67% when compared to advertising on just one of the sites alone. The Essential Parenting network also provides advertisers with the opportunity to target specific industry categories, including finance, automotive, FMCG and travel.

The multi-channel “Experience Real Parent Power” campaign positions Essential Parenting as the perfect place for advertisers to reach an exclusive and affluent audience with real buying power, who are interested in more than just children’s products. The Essential Parenting audience are 16% more likely to be Social Grade A^, with 10% higher personal income^, than the nearest competitor. In addition, three quarters (72%) of the Essential Parenting audience do not visit competitor sites*.

Fairfax Media Commercial & Marketing Services Director, Tom Armstrong, said: “Essential Parenting offers advertisers the opportunity to connect with an affluent audience they can’t reach anywhere else. Our exclusive audience of modern parents are not only interested in children’s products, they have high disposable incomes and intend to purchase a wide range of products and services. Importantly, the ‘family CFO’ controls the spending for family holidays, cars, mortgages, insurance, beauty products and a whole lot more.”

Earlier this year, EssentialBaby.com.au was relaunched with with a fresh design, new content and features designed to better meet the needs of modern parents, as well as a range of sponsorship and integration opportunities for advertisers.

The Essential Parenting campaign includes a digital ad campaign across social and trade media, Media i and an eDM to media agencies and advertisers. A video showcasing Essential Parenting can be viewed here.

Sources: *Nielsen Digital Ratings Monthly, March 2016; ^emmaTM, conducted by Ipsos MediaCT, people 14+ for the 12 months ending February 2016. Nielsen Digital Ratings Monthly, February 2016.

About Fairfax Media

Fairfax’s network of leading information, marketplaces and entertainment brands provides powerful connections between advertisers and large, diversified audiences throughout Australia and New Zealand. As the trusted voice, Fairfax informs, engages and entertains audiences and communities. Every day Fairfax empowers and enriches the lives of millions of people with independent, quality content and great experiences.