Maple Media Acquires SavvyMom Media and UrbanMoms
The newly formed SavvyMom Group is now #1 in Canada
In a move to dominate the Canadian mom digital space, Maple Media has acquired SavvyMom Media and UrbanMoms.ca. The deal combines the SavvyMom Media properties with UrbanMoms.ca and Maple’s parenting site BabyPost.com to form The SavvyMom Group, now the largest provider of Canadian online content targeted to Canadian moms. With an unduplicated audience of 124,000 unique visitors per month (according to February 2014 comScore Media Metrix Family & Parenting reports), the SavvyMom Group creates the largest audience of Canadian moms consuming original Canadian content. SavvyMom properties include the SavvyMom.ca website, targeted newsletter editions, and the largest mom blog network in Canada, the SavvyMom Collective, while the UrbanMoms Network is one of the most influential mom communities in Canada.
“Banner ads are dead,” says Kevin Bartus, President & CEO of Maple Media. “Sophisticated marketers need to reach target consumers through an integrated approach that includes native advertising. SavvyMom and UrbanMoms are iconic Canadian parenting brands with large affiliated networks of bloggers and social influencers, and combining them with our own BabyPost creates a dominant offering with more reach through display, newsletters, mobile, social and sponsored stories than any other Canadian parenting brand. If Canadian marketers need to reach Canadian moms, there is no comparable choice.”
The SavvyMom Group offers standard display ads across all properties, newsletter placements (65,000 + subscribers with four city editions across Canada), social media campaigns and sponsored posts, with a heavy focus on sponsored content and native advertising. “SavvyMom has been creating custom sponsored campaigns since before native advertising became a buzzword,” says Minnow Hamilton, Editor-in-Chief and co-founder of SavvyMom Media. “Consumers care what social influencers have to say. They understand native advertising and expect it. It’s our job to create value for them, beyond the banner ad.”
SavvyMom Media has been influential in the Canadian mom space since its beginnings in 2005. “The opportunity to join forces with Maple Media allows us to achieve our goal of becoming the top ‘made in Canada’ mom destination. Leveraging Maple’s deep sales expertise, we’re excited about the growth opportunity this presents us with, as well as the engaging programs we can deliver on behalf of our clients,” explains Sarah Morgenstern, Publisher and co-founder of SavvyMom Media.
Jen Maier, founder of UrbanMoms.ca and a respected pioneer in social marketing to moms stated, “This deal is great news for brands looking to connect with Canadian moms through social content. I am thrilled to see UrbanMoms join forces with Canadian social media powerhouse SavvyMom and the rest of the Maple portfolio to help Canadian advertisers with the best solution for reaching moms online.”
SavvyMom Media launched in 2005 as an influential insider newsletter, lending practical tips to moms across Canada. Delivering content through their popular website www.savvymom.ca and nine different email newsletter editions, it also represents a collection of over 60 mom bloggers through the SavvyMom Collective for advertisers looking for a one stop shop for influencers with niche audiences. Over 200 mom bloggers contribute content to their SavvyStories channel, where they benefit from traffic-sharing opportunities in return.
UrbanMoms.ca and the UrbanMoms Network is an online community of Canadian women that provides a forum for moms across the country to interact and communicate with one another, as well as a place for moms to find information relevant to their busy lives.