The decade-old parenting brand Motherly is shifting its business toward vertical video, podcasts, WhatsApp group chats, and in-person events, according to its chief executive Sharon Yi, who joined the company in May.
In doing so, the publisher aims to offset declining search traffic by building a highly engaged community around socially native, fact-based reporting.
Yi, who most recently served as senior vice president at Future plc, outlined the brand’s new direction ahead of its State of Motherhood event in New York on Monday, an invitation-only gathering that included a fireside chat with Jennifer Garner. The event will highlight its newest State of Motherhood report, which will look back at eight years of proprietary data compiled from over 60,000 moms.
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