Parents Magazine: Parents Perspective
With their more casual tone, blogs often connect on a deeper level with readers. Through a variety of data-driven research around Parents.com content, the editorial team behind Parents discovered that the audience—mothers of children up to age 10 and pregnant women—wanted a blog authored by Parents editors that addressed the news and topical issues that young parents care about. The blog would drive conversation among readers and give the editors a place to combine their personal experience and work expertise to produce thought-provoking content. The team continually monitors the specific search terms that parents and expectant parents are using most so that they can create current, helpful, creative content that meets readers’ needs. Traffic is highest in our Pregnancy & Birth and Babies channels, so creating additional quality content for them has been a priority for Parents this year. In all, site features a dozen blogs where editors and other contributors write on topics in the news. The newest blogs—Everything Pregnancy and All About Baby are already the most popular. The mix of news, celebrity, and personal perspective has proven to be a real winner with readers. The brand has seen solid and sustained growth in all its traffic numbers over the last year. Pageviews are up 13 percent and unique visitors are up 8 percent year over year (Nov. 13-Nov.14). And Parents has seen particularly strong growth on mobile where uniques are up 30 percent over last year.