Parenting destination Essential Baby has announced the launch of a fresh new site, introducing content and features designed to better meet the needs of modern parents, as well as a range of sponsorship and integration opportunities for advertisers to reach its valuable audience with buying power.

With a thriving online community, Essential Baby has supported Australian parents for more than 15 years as the go-to destination for credible parenting information. Fairfax Media recently commissioned a study of 1,900 Australian parents to help shape the next generation of the Essential Baby site.

“Our research was invaluable to help inform the new features and sections of the new look site. Our research confirmed that the new generation of mums are tech savvy, non-judgmental and urban,” said Fairfax Media national parenting editor, Amber Robinson.

“Dads no longer just ‘help out’, they share the load, and families are no longer nuclear – they can come in all shapes and sizes. More than ever, parents are juggling their family and careers, making use of childcare to allow both parents to be in the workforce.”

The new Essential Baby site features an adaptive design for a seamless user experience across all devices, a refreshed logo, as well as new sections to support mums such as ‘Just for Me’ with relationship advice and tips on beauty, fitness and mental well being; ‘Childcare’ to help women who return to work; and ‘News’ with current affairs and celebrity news.

“Essential Baby is the perfect place for advertisers to connect with a valuable audience of modern parents interested in far more than just baby products. They are also in the market for mortgages, insurance, beauty and lifestyle products as well as family friendly cars and holidays. The new site offers advertisers new sponsorship opportunities and custom integration options that encourage audience engagement and deliver a higher return-on-investment,” said Fairfax Media’s life media brand solutions director, Jodie Smith.