With a newly redesigned site and content strategy, OhBabymagazine.com is getting set to marry its content with e-commerce this spring.
The Canadian parenting magazine and website relaunched its online face this winter in an effort to create improved accessibility and easier navigation for its readers.
However, it’s looking to expand its content and advertising strategy even further with the introduction of new e-commerce functionality starting this May, giving pregnant women and new mothers the chance to buy featured products on the site. Consumers will be offered free shipping and product samples.
‘Our readers can soon buy the products that we talk about and review,’ Eliades tells MiC. ‘We’re not going to sell everything, just the products that we like and that aren’t readily available in store in Canada.’
Changes to the website are being promoted with brand-partnering promotions such as the AccuDial Family TechPack giveaway, sponsored by the US-based pharma co, as well as through newsletters sent to Oh! Baby‘s 20,000 online e-newsletter subscribers.
Promotional opportunities on the website include traditional and integrated online ads as well as promotional sampling opportunities for brands to fill its baby-shower registry bag, offered to consumers when they register at Sears.
New to the website following its relaunch is a blog section written by Canadian mothers who have young children, are pregnant or are going through some kind of baby scenario, says Nicholas Eliades, publisher, Oh! Baby magazine.
‘A lot of stories are taken from what we have gone through in life with our kids,’ says Eliades. ‘It is hands-on parenting and a lot of the stories come from that.’
With a target audience of 25- to 30-year-old mothers, the baby and parenting print magazine is distributed in English and French across Canada, featuring articles related to prenatal issues, newborns and toddlers, as well as tips, contests, recipes and product reviews.
Distribution partners of the print magazine include Sears Canada, Rexall Pharma Plus and Clément.
The Oh! Baby website receives a monthly average of 25,000 unique visitors.
