New Partners with Mom Confessions

Did you know that 42 percent of mothers in the U.S. would choose a 50 percent pay raise to spending 50 percent more time with their kids? Or that 53 percent would prefer a night of uninterrupted sleep to a night of mind-blowing sex? This is according to a recent survey of more than 26,000 moms conducted by Parenting.com and TODAY.com, the kick off to a new strategic partnership between the two websites.  

The "Mom Confessions" survey was heavily promoted by both websites, and its juicy results were unveiled in two live TV segments on NBC's TODAY, which is the No. 1-rated morning show in the U.S. Parenting.com's director, digital content, strategy, and design Rachel Fishman Feddersen joined  TODAY contributors to dissect the results for viewers on air.

A team of editors from Parenting.com and Today.com collaborated to write the survey, which was inspired by conversations among the moms in their social media communities and discussion boards. "We wanted to kick off the partnership with an editorial campaign that had a real 'wow factor' - something that would yield newsworthy results we could bring to life on air," says Fishman Feddersen. "We examined topics that generated heated discussion among our social media fans and readers, and many are moms' confessions - the taboo behaviors and thoughts they will admit to in an online survey are very different than what they may open up about publicly. There's a story there."

The partnership between the two websites will allow each to leverage its respective strengths in reaching the mom audience and to collaborate on editorial campaigns, digital cross-promotion, and marketing initiatives. For Parenting.com, the partnership also means potential access to the 5.6 million viewers of the morning TV program, which already regularly features Parenting editors as guests, and the opportunity for future marketing promotions. For readers, the partnership gives them the chance to see the surveys they take online potentially come to life in the magazine and on TV.

The sites have discussed future collaborations around topics that include holiday spending, breastfeeding, tie-ins with Mother's and Father's Day, and more.