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Coming off a successful first two years, female-skewing website Bustle is expanding into territory it believes is underserved: millennial mothers.
Bustle today took the wraps off a new stand-alone property called Romper.
Bustle notes that 83 percent of new moms are millennials and that the average age of women when they have their first child is 26. That's where editors saw an opening.
"There actually is no publication for millennial parents [written] by millennial parents," said Margaret Wheeler Johnson, who will lead Romper.
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