Essential Baby is now Australia’s Number One Parenting Website. Fairfax Media

Posted by Lucy Halliday On July 06, 2012

July 6, 2012: Fairfax Metro Media’s Essential Baby has taken a commanding lead over its competitors to become the number one parenting website in Australia.

Nielsen Online Ratings figures show that in May, for the second consecutive month, Essential Baby enjoyed a larger unique audience than its nearest rival site kidspot.

In May, Essential Baby reached an audience of 820,000 Australians, 21,000 more than kidspot.

In addition, the amount of time visitors spent on Essential Baby was double the average time spent on the competitor site.

“With a total reach of more almost one million* Australians every month, the combination of Essential Baby and our other parenting site Essential Kids is the best way for advertisers to target parents online,” Fairfax Women’s Network General Manager Melina Cruickshank, said.

“With visitors to Essential Baby spending so much more time on the site than any other parenting destination on the web, we offer advertisers the ability to reach Australia’s most engaged online audience of parents,” she said.


*Combined reach of 997,000 in May. Source: Nielsen Online Ratings May 2012

About Fairfax Media
Fairfax Media is a leading multi-platform media company in Australasia with metropolitan, rural and regional publications and websites across Australia and New Zealand.

Fairfax Media publishes the highly respected metropolitan publications The Sydney Morning Herald and The Age along with, Australia’s leading online news websites,, and Other niche websites include the popular parenting website and the youth site company has a large stable of successful websites in key vertical markets including New Zealand’s largest website,,,,, OMG, Australian Property Monitors, Commerce Australia, TenderLink and the recently acquired Occupancy. Fairfax Media also has a strong classified advertising business with print and online publications including: Drive, MyCareer, and Domain.

Media enquiries to:
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Danielle Veldre
Access Public Relations
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Lucy Halliday