Everyday Health Group Pregnancy & Parenting Expands Global Reach with Acquisition of Emma’s Diary
January 31 2022 - 8:00AM
Business Wire
Leading UK pregnancy resource Emma’s Diary is
included in Lifecycle Marketing’s portfolio of parenting brands
Everyday Health Group Pregnancy & Parenting (EHG P&P), a
division of the Everyday Health Group, announced today that it has
acquired Buckinghamshire-based Lifecycle Marketing Ltd. As part of
the acquisition, UK pregnancy and parenting brand Emma’s Diary will
join EHG P&P’s global network of digital platforms and online
communities, expanding the company’s worldwide presence and
enhancing its leading market position.
Founded in 1991, Emma’s Diary provides pregnant women and new
parents with information and support from pregnancy to birth and
beyond. A market-leading channel in the UK mother and baby sector,
its multi-channel digital resources, including a top-rated
parenting app, reach over 90% of the pregnancy audience in the
UK.
“I am thrilled to kick off the new year by welcoming the
Lifecycle Marketing brands to our parenting portfolio,” said Heidi
Cho, EVP and General Manager of Everyday Health Group Pregnancy
& Parenting. “The Lifecycle management team shares our
commitment to providing parents with best-in-class pregnancy and
parenting information and has built one of the UK’s most trusted
brands in the category. With Emma’s Diary on board, we are well
poised to further enhance our positive impact on families around
the globe.”
Home to BabyCenter and What to Expect, EHG P&P is ranked the
UK’s #1 Family & Parenting platform by Comscore and is trusted
by millions of families worldwide with global properties in seven
languages across six continents. The acquisition of Emma’s Diary
marks an expansion of EHG P&P’s portfolio of iconic pregnancy
and parenting brands.
“We are delighted to become part of the Everyday Health Group’s
Pregnancy & Parenting family. At Lifecycle Marketing our vision
has always been focused on delivering support and reassurance to
new parents through our extensive content and vast social
communities, whilst delivering market-leading campaigns for our
brand partners. EHG P&P has recognised these synergies and
together we look forward to evolving and growing our multi-channel
programme for the benefit of both parents and our partners,” says
Nick Watts, Managing Director of Lifecycle Marketing.
The acquisition of Lifecycle Marketing will also add consumer
brands Families and Health Professional Academy, an educational
resource for healthcare professionals specializing in pregnancy,
pediatric and family health, to the EHG P&P portfolio.
About Everyday Health Group Pregnancy & Parenting
Everyday Health Group Pregnancy & Parenting (EHG P&P), a
division of Everyday Health Group, is home to BabyCenter and What
to Expect, the world’s most iconic and trusted pregnancy and
parenting brands. Guided by a medical advisory board and pregnancy
and parenting health experts, EHG P&P delivers award-winning
content to support and empower parents at every stage of pregnancy
and child development. Our global websites, mobile apps, online
communities, and social platforms reach millions of families around
the world, including 91% of first-time expecting moms and more than
85% of all expecting parents in the U.S., to create a world of
healthy pregnancies, thriving children, and confident parents.
About Everyday Health Group
The Everyday Health Group is a recognized leader in patient and
provider education, attracting an engaged audience of over 74
million health consumers and over 890,000 U.S. practicing
physicians and clinicians to its premier health and wellness
digital properties. Our mission is to drive better clinical and
health outcomes through decision-making informed by highly relevant
information, data, and analytics. We empower healthcare providers
and consumers with trusted content and services delivered through
Everyday Health Group’s world-class brands.
The Everyday Health Group is a division of Ziff Davis Inc.
(NASDAQ: ZD).
About Lifecycle Marketing
Lifecycle Marketing is home to Emma’s Diary and Families; the
UK’s most trusted parenting resource, which connects with over 90%
of the UK’s pregnancy audience through its multi-channel digital
and offline programmes. Their focus is to provide credible
information, inspiration and support to its parenting community,
whilst delivering market leading results for its brand partners.
Due to their close partnerships with health professionals as a key
distribution channel for their content they launched the Health
Professional Academy that supports health professionals by
providing free educational resources.
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version on businesswire.com: https://www.businesswire.com/news/home/20220131005101/en/
Jeremy Jones press@ziffdavis.com
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