Mumsnet launches subscription plea in ‘squeaky-bum time’

Mumsnet launches subscription plea in ‘squeaky-bum time’

Justine Roberts

Caption of the image

Mumsnet founder Justine Roberts said the platform has been hit by a sharp drop in ad revenue

Mumsnet, the UK’s largest parent platform, has launched a subscription service following a sharp drop in advertising revenue.

The £ 4.99 monthly fee is not mandatory and doesn’t offer any bonuses yet, although Mumsnet has said it will try to build extra tools.

Founder and CEO Justine Roberts said: Frankly, it’s a shaky moment. “

He took a wage vacation and other staff volunteered to cut their hours, he added.

Roberts said there has been “a great response” so far to the requestand said he didn’t want people to pay if they couldn’t afford it.

“We have seen a number of advertisers dragging or postponing the planned activities for obvious reasons and entire sectors have blocked their marketing expenses,” he told the BBC.

“The bottom line doesn’t look exactly like we expected a few weeks ago, but given the way the Mumsnet team and community got together, we hope to get out on the other side in good shape.”

Roberts said he hoped the subscription would become “a sustainable and reliable source of funds.”

The 20-year-old platform is famous for its clear discussion forums and has spawned its own language of initialisms including AIBU (I’m unreasonable), DC (dear children) and the brutal LTB relationship advice (leave the … you understand well).

The Mumsnet website says it has around 10 million unique visitors per month and 100 million page views. He says his pageviews increased “about 10%” during the block.

‘Hold on’

Other parenting platforms also need to adapt to survive in the current climate.

UK-based Mush was founded in 2016 and was established to connect parents by encouraging them to meet in person, which is currently not possible.

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Mat Smith

Caption of the image

Sarah Hesz and Katie Massie-Taylor founded the Mush mother connection app in April 2016

Co-founder Katie Massie-Taylor said the platform is now organizing a daily Zoom video meeting for members and charges an optional monthly subscription of £ 4.99 for additional access to experts, which was used by a small percentage of members.

However, funding is proving difficult for the site, which does not contain advertising, and the team had already been cut before the pandemic.

“All the conversations are on ice,” he said.

“Let’s hold on.”

Meanwhile, Peanut, another platform that has a presence in the UK but claims that 70% of its members are located in the United States, has achieved recent fundraising success.

It was founded by Michelle Kennedy, a former deputy chief executive officer of the European dating app Badoo.

“It was an extraordinarily strange time, things were very volatile,” he said.

However, engagement has increased by 30% and claims that the community has grown from around one million users in December 2019 to 1.6 million in April 2020.

Peanut offers members the ability to disable certain keywords they wish to avoid. Kennedy said that some have chosen to silence the words coronavirus and Covid19, although the topic remains very engaging among those who are looking to create or raise a family.

“Women who have canceled in vitro fertilization or are going through the adoption process and have been postponed – are not turning off those keywords,” she said.

“It really has an impact on their decisions.”

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