Momstown’s upward trend » Media in Canada

Momstown’s upward trend

Momstown and Uptrend Media have partnered up to help online advertisers reach new moms in small cities in Ontario., a club and online community that provides resources for new mothers, and Toronto-based online advertising representation network Uptrend Media have teamed up to provide advertising opportunities to those interested in reaching new mothers in Ontario. Uptrend will handle the national ad sales for the site, while Momstown will continue to handle local advertising.

The site was started by three mothers in Burlington, Ont. in August 2004. The organization has additional chapters in Barrie, Guelph, Milton, Markham and Oakville, with plans to expand to four more communities in southern Ontario. The online community offers forums, contests and a blog, plus listings to over 30 events a month for members to attend.

The website receives 20,000 unique monthly visitors. according to Google Adsense. New mothers are the major demographic represented; 90% of visitors are of the female 18-to-44 demo, and over 60% have multiple children.

In addition to standard online advertising, brands can sponsor different sections of the website such as events and contests, as well as geotarget their message to the different cities represented. Uptrend president Duke McKenzie says that the first round of national ads will be on the site within the next two weeks. McKenzie says companies such as packaged food producers and diaper manufacturers find that advertising on smaller, independently published sites ‘resonates more with the consumer.’

Uptrend handles the national ad sales for over 40 websites, including other parenting websites such as:,, and,