Mamamia rebrands iVillage, takes full ownership of the site

Sarah Homewood
By Sarah Homewood | 25 June 2015

Mamamia Women's Network is rebranding its parenting site iVillage, to the Motherish, with the publishing network taking full control of the site.

The iVillage brand is licensed out of the US and the new name and design means the property is now wholly-owned by Mamamia.

The site's editor Alys Gagnon told AdNews that the brand overhaul means the site can now communicate accurately what it stands for.

“The idea of iVillage isn't really easy communicated. So we really feel that The Motherish is a much better description of the community that's built up around iVillage Australia. We're excited about what that will do for us,” Gagnon said.

Gagnon explained that not only does the new name better speak to its audience, she said that when the publishers sales arm is talking about the new site, people “in market people are excited.”

The new site for the publisher's parenting vertical comes off the back of the women's network launching a site aimed at women over 40, Debrief Daily, in March this year.

At the time national sales director for the Mamamia Women’s Network, Kylie Rogers, told AdNews that the launch is highly anticipated by both readers and advertisers.

“It was a priority for us some time this year to launch this site, but once we announced the site at the roadshow last year we had overwhelming interest from an advertising perspective and from our readers. All of our data showed us there’s nothing like this out there, so we brought it forward,” Rogers said.

With the launch of The Motherish Gagnon explained that there is no plan to change up the content, however the brand is eyeing audience growth.

“We'll very much keep the content as it is at the moment, obviously there's an eye for further growth, we've had strong growth recently with strong performance on brand, there's definitely room for growth.”

The Motherish relaunches over the weekend.

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