Mums Lounge


Mum’s Lounge – Meet the real women of Australia!

Mum’s Lounge is one of Australia’s premier digital lifestyle magazines for today’s busy mums. At mmg, we recognise that motherhood doesn’t define a woman; it’s only part of being a woman.

So Mum’s Lounge isn’t merely a blog; it’s an important on-line magazine that recognises the varied attributes of being both a parent AND a woman. We talk to our mums and they talk back. They also talk to each other making Mum’s Lounge a powerful platform for a female demographic that are household decision makers, the main grocery buyers, child carers and business women; both inside and outside the home.

Click the information headers below to learn more about our audience and advertising options.

Overview
Mum’s Lounge is THE digital lifestyle mag for busy mums. Mum’s Lounge isn’t a blog or simply a website, it’s an online mag that inspires, informs, motivates and entertains. It shares peer advice and encourages interaction. It talks to mums and often they talk back. That’s powerful!

Mum’s Lounge recognises motherhood isn’t a single definition anymore. There are career mums, mumprenuiers or stay at home mums etc, but the one thing that defines them all is that they busy, and often time-poor women that love to hear about things that make their lives easier and better! Mum’s Lounge content gives them what they want, when they want it and in a tone that they can relate to. Our audience loves us for this!

With +200 writers, a huge diversity of relevant topics delivered with content that resonates with our audience through web, social media and email platforms, Mum’s Lounge is a highly effective influencer in the Mums with Kids and Women 25+ demographics.

Audience Stats
Unique monthly audience
  • 355,000+ page views per month
  • 200,000+ average unique web audience
  • 155,000+ social media followers
  • 45,000+ eNews subscribers
Audience Demographics
  • 33% stay at home mums
  • 48% work full or part time
  • 78% are major household decision makers
  • 48% have a dog
  • 51% buy groceries several times a week
  • 73% purchase major household items based on brand research / peer advice
Advertising Packages
Editor Product Review

The women of Australia know when they’re being sold to – you’ve got to do more than just advertise!

Product reviews are the modern, more effective answer to word-of-mouth. When delivered by a credible source, like mmg, these reviews easily cut through your target market’s objections, instilling trust and encouraging purchases. Why? Because someone they trust likes it.

If your product is relevant to the mums of Australia, then there’s no question you’ll benefit from our editors saying, ”I’ve tried this and I know it works”.

Includes:

  • Editor-written review with links and details of where to buy, call to action and links to your sites
  • Article is promoted in 2 eNews Hot Spots and 2 social media Shout Outs
  • A competition to drive further engagement can be included as an additional option
Group Product Review

Strength in numbers – this is Word-of-Mouth advertising at its best!

The only thing better than one product review is ten or twenty! A selection of real women from our audience (that meet your target market profile) road-test your product and share their thoughts through answering questions from a tailored survey that we break down into key testamonial style responses. The full survey response is also supplied to you for your own valuable market intel. We feature these real life ’case studies’ within an overarching editorial. Women sharing product reviews with women gives a credibility to your product that’s powerful, authentic and believable.

Includes:

  • Editor-written review with links and details of where to buy, call to action and links to your sites
  • Competition to win the product or associated prize
  • Promotion through:
    • 2 eNews Hot Spots
    • 8 social media Shout Outs
    • Leaderboard banner in Mum’s Lounge product review section
Blogger Product Reviews
Blogger Product Review
Looking for high reach and target market cut through? Expand your reach – tap into our networks!
We have relationships with a large number of external bloggers who also broadcast to women/mums.
This is the way to really boost the critical reach of your campaign and get your message to the masses.
Includes:

  • Editorial articles on Mum’s Lounge and 4 additional targeted websites
  • Competition to win your product or associated prize
  • Competition entry is a 10 question survey to gain market Intel
  • Promotion through
    • 1 Solus eDM to mmg total parenting database
    • 12 social media Shout Outs
    • 2 Leaderboard banners in Mum’s Lounge product review and competition sections
Vlog Product Reviews


If you could watch a video or read the same information on a website, wouldn’t you choose the video almost every time? Well you are not alone, your target market is doing this too – big time! Consumer video consumption is BIG right now and rapidly GROWING – on-line video generates more engagement than any other form of media especially on mobile. Vloggers are becoming THE influential voice on-line and mmg has its own vloggers who resonate with mmg audiences, present your product and deliver call to actions in a way that no other medium can!
Our key category vlogger demonstrates your product, shares her views and key brand messages and tells people where to buy it. The type of vlog and vlogger selection is determined by the product and the campaign goals and can range from our parenting vlogger preparing a recipe using brand product, through to road-testing new products or services! There really aren’t any limitations…as long as its relevant to our audience!

  • Filming, production and publishing of 1 Vlog (60-90 secs) on Mum’s Lounge, loaded to Mum Media Group TV YouTube channel and seeded through Mum’s Lounge Facebook
  • Promotion in 2 eNews Hot Spots
  • 2 social media Shout Outs
  • Client can also link to the video to show on own channels.
Vlog Short Series

Perfect for launching new product ranges or showing how one product can be used multiple ways! This 5 series Vlog Package builds brand awareness and brand trust with a sequence of vlogs launched 1 per week, over a 5-6 week period. We know if viewers like what they see, they’ll buy it…and talk about it on-line creating a massive brand engagement opportunity.
Our key category vlogger demonstrates your product, shares her views plus delivers key brand messages and tells people where to buy it.
Includes:

  • Filming, production and publishing of 5 Vlogs  (edited to 60-90 sec duration) on Mum’s Lounge website, loaded to Mum Media Group TV YouTube channel and seeded through Mum’s Lounge Facebook
  • Competition win your product or associated prize
  • promotion in 1 Solus eDM, 2 eNews Hot Spots and 12 social media Shout Outs
Vlog Group Product Review


We call out for a group of women, or a group of kids, or both to try your product. After a pre-detemined period of time, we gather them to talk about it on camera! A Mums Group or Kids Testers Group trialing the product and discussing how they liked it, or that it worked for them with each other is marketing GOLD! Our key category vlogger will lead the group review vlog following a strategic brief to ensure the vlog delivers on the key communications – video footage with the right content, right imagery and right length is how our audience want to learn about products and get ideas that are right for them, right now.
Includes:

  • call out and directing target market group
  • Filming, production and publishing of 1 Vlog  (edited to 60-90 sec duration) on Mum’s Lounge website, loaded to Mum Media Group TV YouTube channel and seeded through Mum’s Lounge Facebook
  • Competition win your product or associated prize
  • Promotion in 2 eNews Hot Spots and 4 social media shout-outs
Vlog Series Partnership
mmg has a range of theme/interest based Vlog series partnership opportunities for brands that are looking for long term brand exposure and/or high cut though opportunities to their target market. This partnership presents the opportunity to develop a unique and strategic campaign that will have you top of mind with our audience over a 12 week period…and beyond!  There are so many creative ways we can deliver for a partner client and we are happy to share those ideas but we’d prefer to tailor something that fits perfectly with your objectives and goals. We just love getting briefed to deliver ideas on how to effectively talk to our audience and motivate them to product trial and over a 12 week period we know we can grow the brand trust cycle for your brand or product…meaning our audience and wider reach networks will remember you at the point of purchase long after your campaign. Contact us for further information.
Basic package includes:

  • Filming, production and publishing of 12 vlogs (edited to 60-90 sec duration) on Mum’s Lounge website, loaded to Mum Media Group TV YouTube channel and seeded through Mum’s Lounge Facebook (published 1 per week x 12 weeks)
  • Category exclusivity for the series partnership period and within the vlog platform only
  • Promoted in 3 Solus eDM’s, up to 48 social media shout outs and 24-eNews Hot Spots across the relevant mmg brands
Competitions
If you want to send the masses to your product and really boost brand awareness – give one away! Our audience loves a competition and, if the prize is relevant, they’ll let their own social networks know by sharing it and sending it viral.
Includes:

  • An advertorial with competition
  • Promoted in 2 eNews Hot Spots and 4 social media Shout Outs
Competition with Survey
Using a survey as the competition entry mechanic is a great way to find out market intel about your target market. Many large organisations have been happily surprised at the uptake and information they’ve received from our female audience and at a fraction of the cost of ‘usual’ market surveys.
Includes:

  • competition and survey (up to 20 questions) and analytical survey report
  • promoted in 2 eNews Hot Spots and 8 social media Shout Outs
Casual eNews Spot
Get in front of the women of Australia! Mum’s Lounge eNews is a highly-read e-newsletter that’s all about relevant trending articles and things mums want to read, with limited advertising.
Includes:

  • 1 casual Hot Spot with an image, 50 word sell and link to your site
  • Also promoted with one social media Shout Out
Solus eDM
Solus eDMOur monitoring shows that Solus eDM’s are by far the most widely-read of our electronic mails. They are also only about your brand and your brand message – there’s no competing ‘clutter’. With the right tone and a strong call to action, we’ll make sure your message is opened and read.
Includes:

  • an image, up to 400 word copy and URL links to your promotion
  • coupon codes can be applied
  • also promoted with 4 social media Shout Outs
Social Media packages
Facebook, Pinterest, Twitter and Instagram deliver high-impact and immediate response with the opportunity to reach a massive audience AND get them to engage with your brand.
Social media is used in most of our packages but is also an effective medium in its own right to tell our audience about your special offer, or big news and drive them to your site.
Includes:

  • 4 Shout Outs
  • An image, 50 word sell and links to your site
  • You supply the copy or we’ll write it to your brief
Geo-Targeting packages
Social Media
Geo-targeting Social Media
Want to focus on a specific geographic market with Facebook? We can geo-target your message to reach our audience and beyond in your designated single market. Get your message seen only where your target market lives.

Includes:

  • 4 Facebook Shout Outs in 1 market (defined by state)
  • An image, 50 word sell and links to your site
  • You supply the copy or we’ll write it to your brief
Solus EDM
Perfect for local business who want to reach and engage their sole state market via email. Also an ideal solution for national businesses wanting to boost awareness or grow sales in a specific key market!
Includes:

  • 1 solus eDM in 1 market (defined by state)
  • Solus includes an image, up to 400 word copy and URL links to your promotion. Coupon codes can be applied.
  • Also promoted with 4 Facebook Shout Outs in same single market
Directory
If you want to be found when our audience is searching for a product or service, the Mum’s Lounge directory of providers is for you. Our writers regularly include hyperlink references to our Directory listings within editorial features too which is an enhanced benefit.
Includes:

  • Annual listing with a  500 word bio, 10 images and hyperlinks to ‘where to buy’
Banners
Banners allow you to be seen in the Mum’s Lounge sections where your target market is most active. Banners can be a singular form of advertising but we don’t recommend it – our audience is too savvy for that! They are most effective when integrated with other formats and you can select from a large top banner, or medium side banner, or really be seen with a Home Page Skin!

  • Contact us for advice on recommended placement, size and costs.

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