July 2nd, 2024 | 3 min. read
By Kim Kovelle
Find out exactly how marketing with Zoe Marketing & Communications works in a free guide.
This blog is designed to get you acquainted. It’s a topic that matters to me. I’ve been creating content for Metro Parent — and now its sister company, Zoe Marketing & Communications — since 2005. During that time, I’ve connected with many local parents, and I now work closely with the team that understands them best. Here, we’ll share:
- Metro Parent’s audience demographics
- Engagement and reach of Metro Parent
- Topics Metro Parent readers value most
- Insights from Metro Parent readers
You’ll gain a clear picture of the moms, dads and caregivers you’ll reach with Metro Parent in 2024, what they care about, and why they turn to Metro Parent. And you can decide on your next marketing steps.
Metro Parent’s audience demographics
Across all platforms, Metro Parent’s audience is predominantly female (82%) within the age range of 25-54 (74%), with 85% college-educated and 72% homeowners. This demographic data is crucial and influences how we tailor content to meet their needs. The majority of Metro Parent’s readers have kids ages 6-15, according to our latest 2024 survey. More specifically:
- 43% have kids ages 6-10, reflecting a significant portion of content focusing on schooling and extracurricular activities
- 42% have kids ages 11-15, a group for which we often explore topics like adolescence and middle school challenges
- 25% have kids ages 2-5, who are at the heart of early childhood development content
- 26% have kids ages 16+, guiding content on preparing for college and career
Metro Parent’s core audience lives in southeast Michigan region, including Wayne County, Oakland County, Macomb County and Washtenaw County.
Engagement and reach of Metro Parent
Metro Parent creates many types of content to reach today’s busy parents. Four key layers make up a multi-faceted approach to engagement — reaching an audience of more than 526K each month — including:
- Website: MetroParent.com attracts over 208K average monthly users. Top cities include Detroit, Clinton Township, Ann Arbor and Troy. 58% visit the site at least once a week.
- Social Media: Metro Parent has nearly 130K followers across Facebook, Instagram and X (Twitter). Weekend events, community highlights and education are popular posts.
- Email: Metro Parent emails reach almost 149K people. This includes weekly “Pulse” (top stories) and personalized “Let’s Go” (best things to do) newsletters, along with additional targeted subscriber emails.
- Magazine: Metro Parent’s bimonthly print/digital magazines reach 39K readers each month. Each issue curates the best of our website content.
Topics Metro Parent readers value most
Staying attuned to local parents’ and caregivers’ top needs is a guiding priority, says Katina Beniaris, Metro Parent’s audience development manager.
“We focus on creating content that resonates deeply with our local families,” Beniaris says. “This includes covering events and finding unique local spots that add value to life with kids. And we try to make it personal, giving the best advice based on experience.”
Metro Parent’s recent 2024 survey highlighted these top-ranking interests:
- Family events: 76%
- Local attractions and activities: 75%
- Contests and giveaways: 63%
- Health: 43%
- Parenting advice: 42%
- Education: 40%
Based on audience demand, Metro Parent is focusing even more on local events and education with reels and videos highlighting some of the best options.
Insights from Metro Parent readers
Feedback from Metro Parent’s readers is essential. It shapes our approach and underscores their trust in us. Here are some voices that capture how parents feel about Metro Parent.
- Longevity: Rachael, who lives in Roseville and has kids between the ages of 11-15, says, “For 11 years I’ve been reading your articles. Thank you so much for being a part of our lives.” This speaks to the connectedness that people feel with Metro Parent.
- Locality: Bernita, who lives in Detroit, says, “I love that Metro Parent is local and that it addresses the needs of our parents and our community. It has those voices. It’s phenomenal.”
- Reality: Aaron, a dad from Detroit, says he’s looked at many resources, and, “Honestly, Metro Parent was the only one that seems like it was made for real people,” compared to more national options.
- Discovery: Natalie of metro Detroit says, “I am on the Metro Parent website at least once a day. I love discovering the events within the communities. It gives us a chance to find new places.”
This feedback highlights why parents value Metro Parent and its relevance and resonance in their lives (sometimes over many years and even generations).
Next steps for marketing with Metro Parent
Metro Parent provides a pathway for businesses to connect with parents and caregivers across southeast Michigan. And now, you have a better sense of who this valued — and valuable — audience is, what they want, and how they feel about the Metro Parent brand.
If you’d like to connect with the Metro Parent audience, talk to us. We can help you craft a marketing strategy to reach with them via digital marketing, emails, social media and more. In the meantime, learn more about how marketing works with Metro Parent and sister company Zoe. These articles are ideal next steps:
- A visual comparison of Zoe Marketing vs. Metro Parent (including marketing tactics)
- Typical digital marketing costs for 6 months with Zoe Marketing & Communications
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