Nine is bringing together its 9Honey Mums, Essential Kids, and Essential Baby platforms under one new vertical, 9Honey Parenting.
The new offering has been in the making for six months and marks a new era for Nine’s women’s lifestyle network 9Honey.
“Now just felt like the right time to bring them all together and it made sense for us editorially, for the audience, and for the advertisers too,” says Nine Digital editorial director Kerri Elstub.
“It will be the exact same editorial team that has been working on the Essential brands. They’ll be working closely with the 9Honey and the nine.com.au team so it will be the great content that our audiences are all familiar with, plus some exciting new columnists series, and for the first time video which is what we’re really excited about.”
9Honey Parenting will feature exclusive columns from parents including actress Tammin Sursok, reality TV star Matty Johnson, and motivational speaker Turia Pitt. For its launch week, the platform has exclusive interviews with Erin Molan, Peter Overton, and Sylvia Jeffreys, as well as expert advice, videos and consumer buying guides.
“It was very much a natural evolution to be able to leverage the strength of 9Honey and to let our audience know they can get everything, like a one-stop shop, when it comes to 9Honey,” Elstub says.
“From a commercial point-of-view it makes sense because now our ad specs are uniform across the group too. We’ll also have a whole host of new offerings in content series which we really think will be appealing in a commercial sense.”
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