PacMags’ Practical Parenting launches first website and takes on Fairfax and ACP
Pacific Magazines has extended its Practical Parenting title online with the launch of its first website. The move will see it enter a space already occupied by Fairfax Digital’s parenting community franchise and ACP’s Mother & Baby website.
The Practical Parenting site will be integrated into the Yahoo7 network, which is also part of the Seven Media Group. It features advise from experts, photo sharing through Flickr, cooking ideas, competitions and an opinions platform which will allow users able to host their own blog directly within the site.
Online advertising will be sold by both Yahoo7 and Pacific Magazines with Canon featuring as the launch advertiser for as part of it new Canon Pixma campaign.
In December, Fairfax acquired FindABabysitter.com.au. It already owns the Essential Baby network which aggregates sites including Babyology.com.au, Motherhood.com.au, Kidding.com.au and represents the advertising sales for the network.
ACP Magazines’ Mother & Baby site is run through the Ninemsn portal.
Practical Parenting is a monthly publication with a readership of 108,000 according to Roy Morgan. Mother & Baby is bi-monthly with readership of 130,000.
However, Practical Parenting editor Mara Lee denied it was looking to take share from competitors, but rather extend its “brand to a wider audience”.
“Having an online mechanism allows us to reach them earlier, interact with them in new ways and introduce them to the tried and trusted expert advice in Practical Parenting. It’s about building our brand, not taking anyone else’s down,” Lee said.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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