Dad hacks, dad jokes, and long-form pieces on issues directly affecting fathers – like postnatal depression in men, vaccinations, supporting spouses, or whether or not to circumcise your son. The Brag Dad marks an Australian first in the local media market.
The Brag Dad launches today under The Brag‘s own parent company Seventh Street Media. According to Luke Girgis, SSM’s CEO, the online publication fills a gap in the market.
“We noticed a gap in the market where mums had a number of sites where they could turn for information and support, however Aussie dads had less opportunity to find content directly aimed at them,” said Girgis.
“We wanted to build a community where fathers would feel comfortable to ask for advice/support from peers and experts,” he added. “Aussie men have changed, and the cliché of discussing your problems with a bartender at the pub is an outdated/ often harmful idea of how we should seek support. Not surprisingly, fathers have taken to The Brag Dad and are actively engaging with this community.”
You may have seen a few of The Brag Dad‘s articles or posts floating around online already. Following a soft launch on social media earlier this year its Facebook page has grown to over 18,000 Facebook likes and its posts are reaching over 4 million.
You can expect regular articles and a bi-weekly newsletter from The Brag Dad, which launches with a mailing list database of over 15,000.
The publication is already engaging in native content with brands like Flight Centre Business Travel and Western Sydney University having already commissioned The Brag Dad for content deals to speak to Dads who run their own business or have kids leaving high school, respectively.
Managing Editor of Seventh Street Media, Poppy Reid, said today’s announcement marks another stride forward for Seventh Street Media.
“At Seventh Street Media we’ve always had a goal to contribute to a socially conscious and diverse media industry and The Brag Dad’s launch reflects the welcome changes to societal gender identity,” she said.
“It’s an incredibly exciting time for Seventh Street Media; already we’re seeing surprising growth and engagement on the website and Facebook page and we’re thrilled to be creating something so value for what is ultimately a largely unserviced sector.”
