Fairfax Digital grows parenting website with new acquisition
Fairfax Digital has acquired FindABabysitter.com.au in a bid to grow its existing parenting website, EssentialBaby.com.au.
FindABabysitter.com.au, a site which introduces parents to babysitters and nannies using emails, text messages and job postings, will now be integrated across the Fairfax site. FindABabysitter.com.au was established in 2005 by founders Delia Timms and Jeff Bonnes. They claim that since that time it has experienced an average of 68% year-on-year growth.
Jack Matthews, Fairfax Digital chief executive, said: “This deal fits perfectly into our overall strategy to diversify revenue streams and acquire sites that integrate well into our already strong network.”
EssentialBaby.com.au currently has over 170,000 members.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
The strategy is actually to continue to grow Fairfax Digital’s franchise in the parenting community – we will be growing FindABabysitter.com.au as well as EssentialBaby.com.au and the vertical ad network, The EssentialBaby Ad Network http://www.fairfax.com.au/essentialbabynetwork .
User ID not verified.
what sites are on these ‘networks’ dale?
User ID not verified.
I totally understand why Fairfax of all organisations would think outsourcing babysitting is a great idea, and there are precedents for automating it: http://bit.ly/11c3N2
User ID not verified.
Hi Larry, some of the sites in the EssentialBaby Ad Network include http://www.Babyology.com.au, http://www.duringpregnancy.com.au, http://www.kidding.com.au and BYOKids.com.au – its about aggregating a network of sites that service a community of interest – we then rep them to advertisers wishing to target that community.
Hey Chris, thanks for the tip! Unfortunately, Boris isn’t on the FindaBabysitter books, but I’m going out this Saturday night and need someone for my kids if you have his number.
User ID not verified.
Hi Larry, sites on the EssentialBaby Ad Network include Babyology.com.au, Motherhood.com.au, Kidding.com.au – we aggregate a network of sites focused on a particular community of interest and then represent the ad sales for that network to advertisers interested in reaching the community.
User ID not verified.
Hey Chris, thanks for the tip! Unfortunately Boris isn’t on our books, but I’m going out this Saturday night and need someone for my kids if you have his number!
User ID not verified.