Digital publishing agency Sheology HQ, publisher of Irish sites Mummypages.ie, MagicMum.com and SHEmazing.net and led by husband-and-wife team Cormac and Sandra McKenna, is to employ 30 new people in the coming year.
The sites’ combined monthly Irish unique visitor numbers now exceed 1m. Sheology boasts a further million unique visitors to its MummyPages.co.uk site, bringing its total online female reach to 2m in the UK and Ireland.
The McKennas founded the female-focused company responsible for bringing three of the fastest-growing online platforms to the Irish digital media market in 2009.
As part of its three-year expansion strategy that plans to focus on new markets and product development, Dublin-based Sheology plans to employ 30 people in marketing, editorial and tech roles, with 10 of these positions already filled since the start of the year.
Sheology is also looking ahead with plans to add new properties to its growing portfolio and to further develop market opportunities in overseas markets.
In 2009, MummyPages.ie started as a blog and within a few years MummyPages.ie has transformed into Ireland’s largest online community of mums from all over Ireland engaging with mums on everything from pre-pregnancy to parenting and family life.
Last year, MagicMum became part of Sheology’s portfolio, giving the company a combined ‘apron string’ reach of 740,000 children via their mums.
“Up to recently, media wastage was a big issue, with so many marketers having to spend up to twice as much just to reach their female target,” Cormac McKenna said.
“We address that with our digital properties by offering niche profiling services to our clients while delivering tangible results.”
The newest addition to Sheology’s portfolio, SHEmazing.net, was launched in 2013. In a short space of time, the website with a slightly younger female audience than the mum sites is already Ireland’s fastest-growing celebrity, fashion, beauty and entertainment news website. Early in 2014, SHEmazing! TV was launched, adding exclusive video content to the site.
Sandra McKenna added, “The digital media industry is about quality and scale. We started with quality and now, with more than 1m Irish users visiting monthly, Sheology has become the market leader, offering advertisers the largest female pure-play network in the country.
“Of course, we will continue to work tirelessly to ensure that we keep growing our audience, ensuring that our content is current, fresh, and engaging, which is why our loyal audience keeps coming back.”