Fatherly

Fatherly positions itself as a digital media resource targeting modern fathers. The company was established in 2015 by Michael Rothman and Simon Isaacs.

Rothman, a co-founder and the CEO, brought experience from the media and technology sectors, having previously held the role of founding General Manager at the millennial-focused news site Mic. His background in building digital media brands informed Fatherly's content and growth strategy. Isaacs, the other co-founder, served as Chief Content Officer, leveraging his background from marketing and non-profit work, including co-founding the organization Be The Change, to shape the platform's mission-driven content.

The business operates as a digital media company, generating revenue primarily through advertising and branded content partnerships. Fatherly creates content tailored to its specific demographic, which attracts brands looking to reach an engaged audience of fathers. The platform offers a range of content formats, including articles with parenting advice, product recommendations, original video series, and podcasts. Its target market consists of millennial and Gen X fathers who are actively involved in parenting and seek practical guidance and lifestyle content relevant to their roles as both parents and individuals.

In 2020, Fatherly was acquired by Some Spider Studios, the parent company of other parenting-focused digital brands like Scary Mommy and The Dad. This acquisition was part of a strategy to create a larger portfolio of digital properties focused on the family and parenting market. Following the acquisition, in 2021, Bustle Digital Group (BDG) acquired the entire Some Spider Studios portfolio, including Fatherly, further integrating it into a major digital media conglomerate.

Keywords: digital media, parenting, fatherhood, content platform, branded content, advertising, parenting advice, men's lifestyle, media acquisition, family content