Allure Media and Popsugar Australia have announced the launch of Popsugar Parenting – a new parenting channel for millennials.
The site is targeted at new, or soon-to-be parents; with the aim of connecting brands with the website’s readers, who as Millennials are not always the target of traditional parenting media and advertising.
Content will be written solely for Millennial parents, with topics covered including fertility, pregnancy, maternity style, career balancing, self-care and fitness.
Taking into account the broad range of parents out there, content won’t just be catered to mums, but also dads, and same-sex parents.
Allure Media group publisher Alison Rice commented on the launch, saying “We’ve launched Australia’s first inspiring and trusted destination for today’s modern and progressive family archetypes.
“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.”
