Following ten years at Men’s Health, editor Luke Benedictus has left the magazine to join new dad-focused website The Father Hood as content director.
The Father Hood is a new media platform and community designed to provide support and inspiration to fathers. The startup is going to launch in October with co-founders Andrew McUtchen (Time+Tide) Jeremy Macvean (The Movember foundation), and the brand will span a website, socials, and YouTube channel.
Speaking on his decision to move, Benedictus said in a LinkedIn statement: “Modern dads are more actively involved in their kids’ lives than ever before. Yet theres no dominant voice that’s managed to connect with the 4.6 million Australian dads out there.
“We’re the team best placed to do it. Between us we have runs on the board communicating with a sizeable male audience , building an online tribe around a common interest and doing it all under a subject area not traditionally associated with guys, such as health and now parenting.
The Father Hood will ultimately be a lifestyle resource for fathers; delivering support and inspiration for Australian dads, with Benedictus saying: “Along the way we want to dismantle the negative stereotype of ‘dad’ in the media and rebuild it.
“This version will be more positive. More inspiring. More true to the modern experience, where parents raise kids as a team in an entirely new way, in entirely new roles.”
