The popular online publication 'Bustle' recently launched a new side project called 'Romper' that is tailored to the interests of the millennial mom. Buster initially built its readership base by crowdsourcing young female writers for content. Now the brand is using a similar approach to target young mothers.
Romper is similar to Bustle in that it provides curated content for millennials about issues such as beauty, body image, feminism, social media and more. However, Romper differs in that its content is specifically designed for millennial moms who are new to the world of parenting. As Bustle’s managing editor Margaret Wheeler Johnson explains, Romper is a web site "for millennial parents, written by millennial parents."
While other publications treat millennial readers as though they are kids, Romper provides content for the millions of millennials that are beginning to have kids of their own.