July 4th, 2024 | 2 min. read
By Kim Kovelle
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Chicago Parent — a sister company of Zoe Marketing & Communications — has been a trusted resource for local families since 1984, covering everything from fun outings to serious parenting topics. It also connects parents with businesses that can support them.
But who are these parents? If you’re exploring marketing opportunities, understanding Chicago Parent’s audience is key to reaching the right families.
Katina Beniaris, Chicago Parent’s audience development manager, has firsthand insights into this community. “In the ’90s, my mom used Chicago Parent to find the best things to do for my sister and me,” she says. “I love how it’s still helping parents today.”
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Who Chicago Parent reaches
Chicago Parent’s audience is mostly moms (90%) between ages 25-54 (83%), with 94% college-educated and 63% homeowners. Most have kids ages 2-10, with interests shifting as kids grow:
- 46% have kids 6-10, so they seek school tips and activities.
- 38% have kids 2-5, looking for early childhood resources.
- 21% have kids 11-15, needing advice on adolescence and middle school.
- 21% have kids 16+, focusing on college and career prep.
Families live in Chicago and the suburbs, making it essential for businesses to reach both markets.
How Chicago Parent engages families
Parents are busy and digital-first. Chicago Parent meets them across four key platforms, reaching over 609K people monthly:
- Website: 309K+ monthly users, with top areas including Naperville, Wheaton, Arlington Heights, Schaumburg and Aurora. Half of visitors check in weekly.
- Social media: 170K+ followers engage with event picks, community highlights and education news.
- Email: 125K+ subscribers receive weekly newsletters covering top stories and things to do.
- E-magazine: A quarterly digital edition delivers curated parenting insights to 5K monthly readers.
What matters most to Chicago Parent readers
Chicago parents crave local activities and school-related content. “As a lifelong Chicagoan, I love spotlighting neighborhoods and suburbs — from big attractions to mom-and-pop indoor play spaces,” Beniaris says.
Their top priorities, according to Chicago Parent’s 2024 survey:
- Local attractions and activities: 82%
- Family events: 80%
- Contests and giveaways: 54%
- Education: 49%
- Parenting advice: 47%
With growing demand, Chicago Parent is expanding video and social media coverage of local events and school news.
What readers say
Loyalty and trust keep parents returning. Here’s what real readers say:
- Go-to for fun: Lindsay, a parenting blogger, calls Chicago Parent “one of my favorite sources with fun ideas for families.”
- Generational connection: Katherine of Alsip says, “I’ve been reading for years. Now, with my first granddaughter, I still turn to Chicago Parent.”
- Practical and local: Christine of Chicago loves the weekend ideas, while Matt, a dad in Evanston, values its focus on businesses he actually visits.
- Supportive and real: Lori, a Chicago mom, says, “Even when I’m struggling, Chicago Parent makes me feel connected.”
Next steps for marketing with Chicago Parent
Chicago Parent helps businesses connect with engaged families throughout Chicagoland. Now that you know who they are and what they value, you can start planning a strategy to reach them.
Talk to us to explore how Chicago Parent and Zoe Marketing & Communications can help your brand stand out. To learn even more, explore:
Download Your Guide to Marketing With Zoe
From the first steps and your role in success to specific services, pricing and success stories, learn all about partnering with Zoe.
