Bauer Media says: Focused on building a community and supportive environment for mothers, the new website is fully optimised for every device, and is built around a timeline tool to navigate the user directly to the content they need for where they are in the parenting journey. Content focuses on a wide range of parenting issues, from health advice and baby care to shopping reviews. There are also interactive tools such as an ovulation calculator, baby name generator and labour pain-relief quiz.
Mother&Baby’s series of branded eBooks are concise guides for parents, designed to appeal to busy, time-poor mums, include The Baby Name Book - an easy-to-use guide featuring over 1300 names for new parents. Other eBooks focusing on sleep and weaning and pregnancy are also available now in the iBook store.
The decision to relaunch the Mother&Baby brand was underpinned by in-depth research with 850 UK mothers, further demonstrating Bauer Media’s acute understanding of audiences and commitment to serve them wherever they are. The results revealed the complementary role specialist websites play alongside parenting magazines, with the two platforms working well together to ensure mums have access to the information they need at all times. The research also shows Mother&Baby as the most trusted parenting brand compared to competitors. It also scored the highest for brand awareness and brand positivity.
Editor-in-chief Claire Irvin has spearheaded the relaunch and will continue to lead the Mother&Baby superbrand into its next exciting phase of development with the editorial team functioning across all platforms and high profile contributors such as columnists Lucy Mangan and Giles Coren.
The 20th annual Mother & Baby Awards this year saw a 22% increase in entries, with over 600 product entries.
Claire Irvin, Editor-in-chief of Parenting at Bauer Media, said: “UK mums have told us they want to be able to find trusted advice and support whenever and wherever they need it and this research has informed our repositioning and new products for the Mother&Baby superbrand. The new website and digital products will help build a community and a supportive environment for mums as well as offering brilliant opportunities for advertisers and our commercial partners.”
Earlier this year, Mother&Baby launched The Working Mums Club initiative, providing an accessible portal for working mothers to share views and experiences alongside webinars and lunch club Q&A sessions. It is headed up by a ‘Working Mums Panel’ of high profile, senior businesswomen, personalities and experts, including Claire Irvin, Editor-in-Chief of Mother & Baby magazine, television presenters Gaby Roslin and Donna Air, and Fiona Walker, the best-selling author. The first VIP networking event was held in November with Jo Swinson MP as guest speaker.
