Irish media company Sheology, owner of Mummypages.ie and MummyPages.co.uk, said today that it’s planning to create at least 30 new jobs over the next three years, quadrupling its existing workforce.
The company said the new jobs will be editorial, marketing and technical roles.
The female-focused firm was set up by husband and wife team Cormac and Sandra McKenna in 2009 with the launch of MummyPages.ie, which was originally a blog. The website was later relaunched in Ireland as a full service interactive media site, while a British version (www.mummypages.co.uk) followed in 2011.
The McKennas said today that they are launching a new digital offering under the Sheology banner with the acquisition of its nearest Irish competitor MagicMum.com. They said this gives the company a digital reach of over half a million mothers a month in Ireland and 975,000 across Ireland and Britain.
They said the firm’s expansion announcement is largely due to mounting success in the British market, new product developments and plans to expand into other markets.
“Digital is the media of choice for most time-starved mums in Ireland today,” said Sandra McKenna. “Our mums tell us that we are their first port of call first thing in the morning, after the school run, and often last thing at night. This rich twice daily reach is typical of the growing army of women choosing digital over every other form of media.
“Women are the heaviest users of social and digital media in Ireland, seeking news, gossip, product recommendations and solutions on a daily basis. This makes them an audience that must be nurtured rather than ignored.”
“With women – and mums in particular – key influencers with their peers and within the family unit, it is easy to see why brands focus their attention on ‘She’ as their prime target audience,” said Cormac McKenna. “Up to recently, media wastage was a big issue, with so many marketeers having to spend twice as much just to reach their female target. We address that with our offerings. Others might claim female bias whereas we can offer a female pure-play.”