Parenting site relaunches as organiser for new mums

LONDON - Bounty Parenting Club has relaunched its website,, in a bid to become the number one parenting site on the web.

The website first launched in 2000 and currently boasts 2.5m members, claiming to be the UK's favourite parenting website.

It has been given a new look to coincide with the club's 50th anniversary year and now boasts dynamic content and a fundamental reorientation with a focus on organising.

Reminders, checklists and 'how to' areas specific to the user's stage in pregnancy or child-rearing are on offer and the site claims to have strengthened its content for parents of older children. It has also significantly improved and expanded its baby names section, the site's top Google search term.

James Gover, online director of, which has 12.5m impressions a month and 480,000 monthly unique users, said the new-look site was based on extensive consumer insight.

Gover said: "Community and social networking sites have a valuable role to play in the lives of modern mums and offers this support to its members.

"Mums' lives are hectic and there is a unique opportunity for the Bounty site to help organise [them] and make family life easier."

The new site comes with a highly-targeted weekly email campaign for women who are pregnant to those with a child up to five years of age. will also use Bounty Parenting Club's database of over 10m homes to drive traffic to the site.

Gover said: "We're making our content much stickier and capitalising on our ability to generate brand pull through Bounty's strong offline presence. We expect our new site will match the very best parenting site metrics by the end of 2009." is facing increased competition for parents' online time from rivals.

Mothercare recently expanded its subsidiary social networking site Gurgle from the UK into the US and India, while in May, AOL UK launched parenting website ParentDish within its MediaGlow publishing network.

In 2008, Disney Interactive Group acquired a month after launching its own site,

Last month a US survey by website BabyCentre revealed the number of mothers using social networking websites has risen from 11% to 63% since 2006.

Sarah Crawley-Boevey recommends

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