This year has seen a range of international titles expanding their offering to Australia, with the latest seeing US parenting site Mumtastic launching Down Under. Launched locally by Evolve Media, the site will be edited by Bronwyn Mandile - a former freelancer for Kidspot.
Mumtastic will cover a number of topics around motherhood including pregnancy, parenting babies as they grow older, and other women-interest topics such as food, health, style, love and DIY. The site is looking to deliver practical advice to mums while also talking to them as women.
Of the launch, Mandile told Mumbrella: “I’m aware the parenting space is quite saturated in this market. I don’t think anyone has done it quite the way we’re going to do it and no one has hit that nice balance of ‘make it easy for me but inspire me at the same time’. I know we can hit that sweet spot and produce something mums want to read.
“Essentially, we’re giving equal weighting to parenting and other interests that mums have mainly because our number one strategy is to talk to women as women not as mums. There’s a lot of patronising mummy stuff around. We’re hoping to cut through that for her, talk to her as a woman and give equal weighting to other things in her life.”
The US version of the site has more than 13 million unique users, with figures from Nielsen Market Intelligence finding 181,672 Australian unique users visited the US site during September.
About what numbers the Australian site is hoping to attract, Mandile reveals: “We are aiming big. We’ve already got a substantial base off the back of the US site. We’re definitely hoping to double that in the next few months.”
