“What’s Up Moms” has more than 1 million subscribers and over 35 million views per month, thanks to its quirky how-to and short form comedic videos targeting young parents.
The partnership, announced Thursday, means “What’s Up Moms” will develop a new original digital video series covering modern parenting topics in a humorous way; the series will go live on Parents.com, which reaches an audience of over 8 million.
“We’re huge fans of ‘What’s Up Moms’ here at Parents, and they turned out to be big fans of the magazine. It was a perfect match,” stated Dana Points, content director of the Meredith Parents Network.
Chandra Turner, executive editor at Parents, told Publishers Daily there are no advertising partnerships in place.
As part of this new partnership, “What’s Up Mom” co-founders Elle Walker, Meg Resnikoff and partner Brooke Mahan will also become contributors to Parents, writing a bimonthly advice column for the magazine and contributing additional content beginning with the May issue.
The column will cover meal planning, home hacks, DIY décor and other subjects.
“Whether it’s new video, broadcast partnerships … or enhanced editorial and content features across our digital, magazine and broadcast outlets, we are committed to creating great content that resonates with millennials on what matters most to them,” stated Kim Martin, chief strategy officer at Meredith.
Millennial moms are the fastest-growing audience segment for the Parents brands. According to Martin, Meredith will be launching new partnerships and products in coming months to reach this highly influential audience of women.
Carey Witmer, president of Meredith Parents Network, added that her group has been focused on ensuring that all of its parent-focused brands connect with their millennial audience in “fun and engaging ways.”
Meredith reaches about 26 million millennial women every month, according to the company.