Independent Aussie publisher Seventh Street Media has unveiled a new publication under its stable, The Brag Dad.
The new publication provides important lessons and life hacks from dads who’ve been there – keeping young fathers in touch with everything they love from the outside world.
While The Brag Dad is written with a larrikin tone, it also delves deeper into issues concerning the role of dads, whether that’s through long-form pieces on post-natal depression in men, vaccinations, supporting spouses, or whether or not to circumcise your son.
Seventh Street Media CEO Luke Girgis said The Brag Dad fills a gap in the market.
“We noticed a gap in the market where mums had a number of sites where they could turn for information and support,” he said.
“However, Aussie dads had less opportunity to find content directly aimed at them.
“We wanted to build a community where fathers would feel comfortable to ask for advice/support from peers and experts.
“Aussie men have changed, and the cliché of discussing your problems with a bartender at the pub is an outdated [and] often harmful idea of how we should seek support.
“Not surprisingly, fathers have taken to The Brag Dad and are actively engaging with this community.”
After a soft launch on social media earlier this year with no full-time staff working on the title, The Brag Dad’s Facebook page was reaching over four million by September and is growing.
Upon launch, The Brag Dad’s mailing list database sits at over 15,000, with a bi-weekly newsletter set to feature insight and from a list of contributor dads.
Brands like Flight Centre Business Travel and Western Sydney University have already commissioned The Brag Dad for content deals to speak to Dads who run their own business or have kids leaving high school respectively.
Poppy Reid, managing editor of Seventh Street Media, said The Brag Dad marks another stride forward for the publisher.
“At Seventh Street Media, we’ve always had a goal to contribute to a socially conscious and diverse media industry, and The Brag Dad’s launch reflects the welcome changes to societal gender identity,” she said.
“It’s an incredibly exciting time for Seventh Street Media. Already we’re seeing surprising growth and engagement on the website and Facebook page, and we’re thrilled to be creating something so value for what is ultimately a largely unserviced sector.”