US parenting site Mumtastic launches into ‘saturated’ Australian parenting market

Evolve Media has launched a local version of US parenting site Mumtastic, with the site looking to create “unique” branded content, or native ads, for brands.

It will be edited by Bronwyn Mandile, who previously freelanced with NewsLifeMedia’s Kidspot.com.au on the site’s sponsored campaign editorial content strategy, who admitted the parenting space in Australia is “saturated”.

Mandile is hopeful Mumtastic.com.au can stand out from competitors, such as Fairfax Media’s Essential Kids, Kidspot.com.au and Show & Tel, by finding the balance giving practical advice to mums while also talking to them as women.