Meredith Eyes Millennials with New Partnership

The world's third largest licensor, Meredith Corporation, has entered into a multi-channel partnership with “What’s Up Moms,” a parenting brand and YouTube channel, to create and distribute lifestyle content to their combined audiences.

April 6, 2018

Meredith Eyes Millennials with New Partnership

Publisher teams with the YouTube brand “What’s Up Moms" to reach Millennial parents.


Under the agreement “What’s Up Moms” co-founders Elle Walker, Meg Resnikoff and partner Brooke Mahan have been named as contributors to


magazine. They will write a bi-monthly column as well as contribute other content beginning this May. Their column will cover meal planning, home hacks, DIY décor and more.

In addition to contributing to


, “What’s Up Moms” will create a new digital video series for The series will cover topics that appeal to most modern parents using humor to navigate the challenges of raising children.

"This content partnership is just one of the many innovative ways we are expanding our connection with the 26 million Millennial women that Meredith reaches every month,” says Kim Martin, chief strategy officer, Meredith.

"Whether it's new video, broadcast partnerships such as our recently announced Celebrity Page agreement, or enhanced editorial and content features across our digital, magazine and broadcast outlets, we are committed to creating great content that resonates with Millennials on what matters most to them."

Meredith also said that it will also soon be announcing other new partnerships and products that will grow its leadership among media companies that reach the Millennial female audience.

“What’s Up Moms” features how-to and short-form comedic videos and is one of the top parenting brands and networks on YouTube with more than 1 million subscribers and more than 35 million views per month.

Meredith’s partnership with “What’s Up Moms” is part of the company’s initiative to

expand its multiple franchises beyond publishing

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