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Motherpedia eyes the booming mummy market

Motherpedia.com, a new Australian website aimed at the growing community of online mothers has now launched. The site bills itself as a resource where mothers can 'share, support, learn and grow.'

A budding community

Motherpedia is geared towards creating a strong online community, with forums, contributor stories and opinion pieces all available for mums.

The site also features product directories and will offer users deals and discounts. 20% of advertising revenue will go to worthy causes.

Cornering the mummy market

Motherpedia enters a lucrative yet crowded marketplace, with dozens of Australian parenting websites and ‘mummy' bloggers now jostling for online space.

Nuffnang, an agency that matches brands with bloggers, currently has over 200 'mummy bloggers' in its network, which equates to some 1.3 million page views per month.

Online mothers are more likely to be the primary decision makers with it comes to household purchasing decisions, which makes this growing demographic highly appealing for advertisers. Motherpedia offers brands the option of banner advertising, Electionic Direct Mail (EDM) advertising and premium directory listings.

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