Publishers Expand Parenting Content to Entice Child-Rearing Millennials

The land grab to reach digitally native parents has begun.

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When the first wave of digitally native publishers launched in the early aughts, they initially aimed to attract an audience of millennials by creating content—cat videos, adulting fails, life hacks—that resonated with young adults of the era.

Now, more than a decade later, much of that millennial audience has found itself in an entirely new stage of their lives: navigating marriage, parenting and personal finance against the backdrop of a pandemic, social unrest and faltering economy.

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This story first appeared in the Nov. 14, 2022, issue of Adweek magazine. Click here to subscribe.