Pacific Magazine launches e-commerce platform in Practical Parenting relaunch

Pacific Magazines has launched an e-commerce platform as part of the relaunch of Practical Parenting.

The new website will also offer peer-to-peer product reviews, advice, news and opinions on issue which matter to mums.

Practical Parenting readers will now be able to purchase goods through the platform

Frances Sheen, editor of Practical Parenting, said it was the perfect time for the re-launch, given quarterly Practical Parenting specials had been running in New Idea, and the Pacific Insights team had just completed some research which revealed mums trust the advice of other mums far more than brands.

“They [researchers] found that mums were losing their confidence in celebrity and parenting bloggers and were really open to hearing about reviews on products from other mums,” Sheen said.

“We are in the process of creating our review crew of a minimum of 500 mums who will also test new products for us. We were looking at what to do with PP and this seemed like a golden opportunity. ”

The site also will give readers the chance to buy goods.

“It seemed like a really opportune time to bring something fresh to the market that we knew parents were looking for, following our research,” she added.

And she’s also confident that a parenting platform is ideal for product reviews, and can help with path to purchase.

“We knew confidence was starting to wane with parents who have less faith in sponsored content so we wanted to provide a site where they could read what other parents are saying about a product and then make their life even easier by giving them the chance to buy that product, in a few easy clicks,” she said.

On how the platform will benefit advertisers specifically, Sheen added: “We’ll be able to segment sampling and review opportunities to reach mums with newborns, or mums with toddlers, or school-aged kids so that brands can access the right mums to trial their products.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.