AOL UK launches ParentDish

LONDON, May 19, 2009 – AOL UK today announced the launch of ParentDish, http://www.parentdish.co.uk, its new website celebrating the joys and challenges of parenting. The site, which is also part of AOL UK’s Living Channel, http://living.aol.co.uk, provides advice in a friendly and personal way that enhances AOL's reach into this key, niche target audience.
 
ParentDish UK features regular blog posts written by parents for parents and covers a wealth of issues facing parents as they raise kids as well as practical style advice for mums and children.
 
The new UK site follows the successful U.S. launch of ParentDish.com, http://www.parentdish.com, in May 2008, and is the latest online destination to build on AOL’s goal of helping parents feel connected with each other via a trustworthy source. In the US, ParentDish reaches 2.8 million unique users, according to March 2009 comScore Media Metrix data.
 
ParentDish UK has been created in conjunction with Bauer Media’s “askamum.co.uk” brand and parenting portfolio, which includes the Mother & Baby and Pregnancy & Birth titles. Bauer’s askamum team will provide editorial content and an RSS feed on the site that takes readers to wider pool of askamum editorial.
 
Parents will also get relevant content from the ParentDish site in the US along with a mix of polls, photo galleries, stories and articles designed to provide tips and advice to parents and child carers.
 
“Bringing the hugely popular ParentDish to the UK builds on the heritage of a trusted family brand. We're thrilled to offer such a wide array of parenting content, advice, comments and insight. This new online destination also opens up another avenue for our advertisers to associate their brand with a specific and engaged user group who want information and education to ensure the best for their family,” said AOL Europe’s Head of Marketing and Innovation, Rohit Agarwal.
 
Nichola Lashmar, Editor of askamum.co.uk, added: “We’re excited to be able to partner with AOL’s ParentDish to offer advice to a new audience and expand the robust content offerings from askamum. askamum offers real solutions to real mums, helping to make their lives easier with a unique blend of original, aggregated and peer-to-peer editorial that covers everything you need to know from pre-conception to pre-school.”
 
ParentDish UK is supported by AOL’s digital advertising business, Platform-A, http://www.platform-a.co.uk, which offers advertisers the capability for site takeovers as well as opportunities to engage with a very targeted in market audience. In the coming weeks, Platform-A’s Targeted Text Links advertising platform, powered by Quigo on a pay-per click basis, will be fully integrated into the new site, allowing advertisers to target their ads to ensure high lead generation and return on investment.

About AOL
AOL is a leading provider of digital communications and content to UK consumers. The AOL service and portal deliver a range of market-leading online content, including music, film, sport, news, shopping and community, as well as email, instant messenger, and safety and security features. AOL is also one of the leading online destinations for advertisers in the UK. AOL UK is part of AOL Europe, a business unit of AOL LLC, which operates a leading network of Web brands and is a majority-owned subsidiary of Time Warner Inc.