The Bounty parenting club, which provides a promotional channel for targeting new parents, has launched a new online portal for fathers.
Part of website Bounty.com, the “New Dads Survival Guide” at www.newdadssurvivalguide.com is dedicated to helping men with expert advice on pregnancy and newborn babies.
It uses humorous language and a Top Gear-style approach to providing “bite-sized” practical information, reportage-style product reviews and test drives.
Every site member will receive tailored “progress” newsletters and be able to research their partner’s pregnancy and get answers to their questions in a “safe” place.
The site will be marketed to Bounty.com’s audience of 750,000 members, of which only five per cent are currently male.
An extensive member-get-member promotional drive will target Bounty’s own pregnant and new mother members to recruit their “dads”, which is expected to add 2.5 million page impressions for the site in the first six months.
Andrew Thomas, ebusiness director at Bounty, said: “As the market leader, content for dads is an obvious next step to take Bounty to the next level as the UK’s largest parenting club.
“At the same time, we are evolving our content in response to our members’ feedback and utilising our own in-depth insight and expert understanding of dads’ online wants and needs.
“We are confident our user loyalty will grow beyond mums to new and expectant dads and that advertisers will take advantage of this new opportunity to reach our highly coveted family audience.”
Bounty.com is the online channel of the Bounty parenting club which has more than 2.5 million members. Launched in 2000, its one million visitor sessions per month and 20 million page impressions make it the largest online meeting point for mums in the UK. The site has over 750,000 registered members who make over 18,000 posts a day on its forums.