Ziff Davis Australia will begin publishing BabyCenter Australia in a move that will see Ziff Davis become one of the largest pregnancy and parenting publishers in the country.
BabyCenter is a recognizable name in pregnancy and parenting advice due to BabyCenter’s top-rated pregnancy tracking app and its assistance in providing medically reviewed pregnancy advice.
BabyCenter joins What to Expect, another pregnancy and parenting brand in the Ziff Davis stable which includes IGN, PCMag, and Mashable. BabyCenter Australia was already owned by Ziff Davis’s parent company J2 Global, with this change bringing it under the local Ziff Davis Australia team.
Dylan Whitlock (pictured) has been promoted to account manager to lead the advertising sales efforts of this new parenting division.
“I’m thrilled to be leading the charge here in Australia for two of the most iconic pregnancy and parenting brands in the world. BabyCenter and What to Expect deliver a wealth of guidance, support, and information for new and continuing families, and I’m looking forward to connecting Australia’s biggest parenting brands with the most influential parenting website and audience in the country.”
Previously, BabyCenter Australia was represented by Foxtel Media in the Australian market but that relationship has come to an end as Ziff Davis Australia looks to expand into the pregnancy and parenting category.
James Whitehead, general manager at Ziff Davis Australia, said “Following our global realignment of our world class brands in 2020, and the success of our local commercial team under the leadership of Ben Hutton, now is the perfect time to expand our owned & operated portfolio. This move provides new audiences for our existing clients to reach and opens a wealth of new advertising categories for the local business.”