Popsugar Australia launches channel for Millennial parents

Allure Media and Popsugar Australia have launched a new parenting channel for Millennials, providing new opportunities for brands to connect with the website’s readers.

Popsugar Australia Parenting is targeted at new or soon-to-be parents, and will provide content for Millennial mums, across categories such as fertility, pregnancy, maternity style, career balancing, self-care and fitness.

The channel’s logo

It will also provide content about modern parenting ideals, specifically for dads, and same-sex parents.

The channel’s contributing editor at large will be ex-Cosmopolitan South Africa editor, Kerrie Simon-Lawrence.

Commenting on the launch, Alison Rice, group publisher at Allure Media said the company was proud to pioneer “an optimistic, informative and judgement-free destination” for parents.

“We’ve launched Australia’s first inspiring and trusted destination for today’s modern and progressive family archetypes.”

She said the company was in an “influential position” to provide parenting content to readers.

“What’s always been so rewarding about creating content for Millennials is their passion-project approach to life, and having a family is no exception. We’re in an influential position because we’ve spent the past eight years building currency. We are the trusted adviser, the best friend,” she said.

Popsugar Australia’s launch content includes an interview with new mum and businesswoman, Nadia Bartel, personal essays from parents, maternity style advice from millennial mum influencers and health and fitness content.

Content from Popsugar Australia Parenting will also run through Instagram and Facebook.


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.