Kinderling Kids Radio Acquires Babyology

Kinderling Kids Radio Acquires Babyology
SHARE
THIS


What best describes you?

Kinderling Kids Radio has today announced that it will acquire Babyology, and in so doing, create Australia’s largest digital media company focussed on families with young children, called The Parent Brand.

The Parent Brand will produce written, video and audio content across the Babyology and Kinderling brands, with combined social community over 1.2 million followers, spanning the family life-stage spectrum from conception and pregnancy, to baby and toddler, through to kindy and preschool.

The Parent Brand CEO, and Founder of Kinderling Kids Radio, Evan Kaldor, said the creation of this network presents exciting opportunities for both brands in the rapidly evolving parenting space.

“The Parent Brand delivers a big, highly engaged audience for advertisers wanting to connect with parents of young children aged zero to six, and those who are pregnant or trying to conceive.”

The Babyology and Kinderling brands will continue to thrive independently but we’ll be able to leverage the insights and content across both to deliver best-in-class, cross-channel content for audiences and clients. We will continue to explore new partnerships and opportunities that can build on this strong foundation.”

Upon completion of the merger, Babyology Founder Mandi Gunsberger will step back from the business. Kinderling’s Commercial Director and Essential Baby Founder, Kylie Little, will assume the role of Babyology Managing Director.

Kylie Little, said “We have tremendous respect for the Babyology brand that Mandi and Ben Gunsberger, along with Ella Walsh and the team, have created. We’re excited by the opportunity to further extend the content offering across both the Kinderling and Babyology brands, as well as connect Babyology’s audience with Kinderling’s fast growing radio station built specifically for families with young kids.

“Babyology has a blue-chip client list and we look forward to working with them to offer innovative media products that speak directly to Australian families from pregnancy to preschool.

Babyology Founder Mandi Gunsberger commented:“It’s been a roller-coaster ride over the last 10 years, starting with a blog run from the dining room table and turning it into a digital media business with a community of over 1 million highly engaged women. I’m proud to know we have built Babyology into a supportive community for mothers by staying true to our vision over the last decade. I’m thrilled that we are handing over the reins to Kinderling, who also share our values. Thank you so much to our team, community and of course our advertising partners over the years.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]