Ziff Davis Australia will begin publishing BabyCenter Australia in a strategic move that will see Ziff Davis become one of the largest pregnancy and parenting publishers in the country.
BabyCenter is one of the most recognisable names in pregnancy and parenting advice thanks to its top-rated pregnancy tracing app and commitment to providing medically reviewed pregnancy advice.
BabyCenter joins What to Expect, another pregnancy and parenting brand in the Ziff Davis stable, to complement Ziff Davis’ portfolio of market leading gaming and tech titles including IGN, PCMag, and Mashable.
BabyCenter Australia was already owned by Ziff Davis’s parent company J2 Global [NASDAQ:JCOM}, which this change bringing it under the local Ziff Davis Australia team.
Dylan Whitlock (pictured) has been promoted to Account Manager to lead the advertising sales efforts of this new parenting division.
“I’m thrilled to be leading the charge here in Australia for two of the most iconic pregnancy and parenting brands in the world. BabyCenter and What to Expect deliver a wealth of guidance, support, and information for new and continuing families, and I’m looking forward to connecting Australia’s biggest parenting brands with the most influential parenting website and audience in the country.”
BabyCenter Australia was previously represented by Foxtel Media in the Australian market but that relationship was home to an end as Ziff Davis Australia looks to expand into the pregnancy and parenting category.
James Whitehead, General Manager at Ziff Davis Australia said, “following our global realignment of our world-class brands in 2020, and the success of our local commercial team under the leadership of Ben Hutton, now is the perfect time to expand our owned and operated portfolio.”
“This move provides new audiences for our existing clients to reach and opens a wealth of new advertising categories for local business.”
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