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A Parenting Site Designed for the Digital Man #fd15 #fathersday2015

June 19, 2015

A Parenting Site Designed for the Digital Man Fatherly, the editorial resource for dads, sources content dependent on the age of your child Did you know that from the time your child is born to the time they reach 18, you have exactly 940 Saturdays with them? Do you have any idea what you’re going to do with them on all of those days? Look no further than Fatherly: the next-generation digital lifestyle guide for men that replaces content about pints with how-to change a diaper while managing a tech website or build a killer sandcastle at the beach. As the needs and demands of parenting shift rapidly, especially from pregnancy to age five, the site sources age-specific content to readers dependent on the development of the child or children. You can read general interest advice and tips for parenting, but also curate stories based on various milestones of your child, or concerns that are directed at the user’s partner or spouse. For instance, an expecting father can learn how to give a prenatal massage in a form of content that’s easily digestible and suited for the mobile experience.  

“Going after men as parents is kind of like going after a multicultural audience; you can’t talk to them the same way as talking to the general market,” Fatherly Founder Michael Rothman

Rothman, helped to build Thrillist, one of the leading men’s entertainment sites to offer young, single men tips for where to grab a beer or pick up babes. During his seven years atThrillist, the 20-somethings entering their careers evolved into 32-33-year-old brand managers entering fatherhood. While initially that evolution meant presenting content in a way that spoke to new trends in digital and social media, Rothman noticed a need to shift the content altogether. That’s when he and his current business partner started the Fatherlynewsletter, a curated blend of expert interviews, tips and hacks on parenting for the modern man. Fatherhood Fatherly provides insight to verticals that are attractive to the modern, digital dad-to-be. So readers can find everything from what to pack when bringing your kid to a music festival totips for preparing a killer school lunch from four James Beard chefs to hard-hitting topics like how to talk to your five-year old about riots in Baltimore.

We combine the general interest product with aging stage recommendations that are relevant to the age of your kid. We took developmental milestones and tried to find content that was wired for how people are consuming and sharing content today. While the content is fairly evergreen (how to change a diaper, for instance), there are always more efficient ways to present information.

When a user signs up for the daily Fatherly newsletter, readers will provide their email address along with the age of their child (expecting, 0-1, 1-2, 2-3, 3-4, 5+) so that the information is always relevant. So what that segmented content means in terms of an editorial process is unique to other media company’s operations. One team is currently building out evergreen content for years 2-5, while another is working on newer product and services, tips and hacks that are applicable regardless of the age.

Part of what inspired Fatherly is that we have a full generation of engineers who are also having kids for the first time and you see that they are sort of applying that same sense of creativity and industry and engineering to becoming a more effective parent. Fatherhood becomes an epiphany for building a new business or app, which we seen happen every day.


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