Fairfax trade campaign touts ‘parent power’

Fairfax Media is showcasing the exclusive, unduplicated audience of its Essential Parenting network with the launch of a trade marketing campaign entitled “Experience Real Parent Power”.

The Essential Parenting network consists of Fairfax’s Essential Baby and Essential Kids sites which have both been redesigned and relaunched in the past year.

According to the Nielsen Digital Ratings Monthly, the network reaches 1.36 million current and future parents each month with its forums and combination of advice, support and inspirational content.

The two parenting sites have an audience duplication of just 33 per cent and the network offers advertisers targeting of specific industry categories such as finances, automatic and travel.

Fairfax commercial and marketing services director Tom Armstrong said Essential Parents offered advertisers the opportunity to connect with an affluent audience they could not reach anywhere else.

“Our exclusive audience of modern parents is not only interested in children’s products, they have high disposable incomes and intend to purchase a wide range of products and services,” he said.

These include family holidays, cars, mortgages, insurance and beauty products.

The multi-channel trade marketing campaign reinforces how advertisers can reach an exclusive and affluent audience through the Essential Parenting network.

The campaign notes the Essential Parenting audience is 16 per cent more likely to be Social Grade A, with 10 per cent higher personal income, than the nearest competitor, according to emma data.

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