Publisher Spotlight – Netmums

Welcome to our Publisher Spotlight! Could you please tell us a little bit about yourself and the company you work for?

I’m Sarah Lafarge and have worked as Consumer Editor at Netmums for the past five years. My previous roles include Shopping Editor at Mother & Baby and Pregnancy & Birth, and Fashion Editor at Best. I am also a judge for the annual family-focussed Product of the Year Awards, the UK’s largest consumer survey of product innovation. I am currently working closely with Matt Brown, our Affiliate Business Development Manager, to develop and strengthen our affiliate strategy by linking to new brands and platforms.


Nice to meet you, Sarah, could you tell us a bit more about Netmums?

We are the UK’s most trusted, brand-safe parenting community. Engaging with three out of four UK parents, Netmums is also the UK’s most diverse, inclusive and supportive parenting community. Netmums not only attracts millions of unique users on-site every month – with over 2 million registered members generating more than 200,000 posts in the Netmums forum every month – it also hosts the UK’s most significant parent Facebook audience of 1.5 million followers and more than 300,000 subscribers to its daily and weekly newsletters.

Netmums now offers merchants the opportunity to engage and transact with this audience via several channels within the Netmums ecosystem, most notably content on the website, through sizable email and social activity, as well as in the Netmums Forum, and on its video and influencer channels.


Thanks, Sarah, so what are Netmums core business values?  

At Netmums, our mission is to make parents’ lives easier. Netmums is the place for parents to become inspired and feel supported every day. From activities ideas to homeschooling; from recipes, to chat and mental health support, we understand the challenges of family life and are here to help.


What would you say are the most significant benefits for an advertiser working with Netmums and which advertisers do you work best with?

Netmums is well-positioned to offer bespoke partnerships at a scale which include:

  • Branded content
  • Video creation
  • Performance-driven data campaigns with access to 1st party data integration
  • Product endorsement
  • Social media marketing and amplification
  • Bespoke events
  • Custom research

If you are a brand that wants to entertain, inspire, inform and connect with parents, Netmums is the expert.


Thanks, Sarah, so are there any requirements or restrictions for advertisers to work with you? 

Our audience is avid shoppers beyond the pregnancy, baby and parenting, and our content remit stretches to every sector that’s relevant to family life including fashion, food, technology, house and home, finance, entertainment, travel, health, beauty and more.


Sounds great, can you tell us more about your audience & demographic?              

Netmums is with parents for every shopping decision they make, and we are diverse and inclusive of all parents and families. We have 4.5 million monthly unique visitors, with 29 million page views per month: 300 thousand newsletter subscribers and a social following on 1.6 million followers.


Does Netmums have any exciting plans coming up in the following months or upcoming opportunities you’d like to share?

Yes, we’ve just completed our affiliate media pack, to support the launch of Netmums as an affiliate, and are working closely with Webgains to realise all brand opportunities. We are active in our plan to grow and diversify our content to support every parent and family to shop smarter, as well as create new ways to work with affiliate brand partners.

We’re also excited to release our affiliate media pack and will be rolling out both network and brand facing content and media placement opportunities over and above straight CPA structures.  All the details can be found in our media pack.


What makes you stand out from your competitors and gives you the edge? 

Netmums reaches more expectant parents and parents of newborns than any of our competition, so we offer brands a unique opportunity to build brand loyalty at a critical moment in a family’s shopping journey.

In addition to our secure forum, our site’s unique structure combines the most comprehensive national parenting, pregnancy and fertility content.

We are also the only UK site to offer a free online Parent Supporter Service (PSS), which provides free one-to-one support for thousands of the UK’s most vulnerable parents via a specially trained team of Parent Supporters, including Health Visitors and staff from Women’s Aid. The PSS extended its user support offering in 2017 by launching Netmums Daily Drop-In Clinic that operates every weeknight in the Netmums forum.


Finally, could you tell us one fun fact about your business?

When Netmums’ founders were awarded OBEs, Prince William whispered to them that he and Kate were big fans. Not every site can say that! We really are the site for every parent.


That’s amazing, a royal seal of approval if we do say so ourselves, thank you, Sarah, for your time and we are looking forward to working with you!