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Turn A Romper Into A Dress

Bustle, a new media aggregation for millennial women, is ablution a second website in November.

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The website, which will be alleged Romper, will ambition millennials as they get earlier and access a new appearance of life: parenthood.

Margaret Wheeler Johnson is the managing editor of Bustle's new site, Romper.Bustle

Romper will be led by aboriginal Bustle employee Margaret Wheeler Johnson. Wheeler Johnson aforetime helped The Huffington Post barrage its women's area in 2011. She is a new mom herself, and she says Romper has been in the works for a year and a half.

But are there absolutely abundant millennials accepting accouchement to accreditation a website committed to them?

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Wheeler Johnson acknowledges that the barrage of Romper may be a few years abortive back best millennials (ages 18 to 34) aren't yet cerebration about accepting children. Those who are accepting accouchement accomplish up a almost babyish market: aloof 10 million to 15 actor bodies in the US, according to Wheeler Johnson.

But Wheeler Johnson additionally cites a contempo demography from the Centers for Disease Control and Prevention that begin the boilerplate age of a new mom in the US was 26 and 83% of new moms were in the millennial generation.

"A lot of brands are still speaking to millennials like they're the kids, but they're accepting kids," Wheeler Johnson says. "Millennials are growing up, and we're demography that abutting footfall with them."

A lot of brands are still speaking to millennials like they're the kids, but they're accepting kids.

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Kate Ward, Bustle's editor-in-chief, says the three-year-old startup is in the absolute abode to barrage a aftereffect brand, a tactic that has been fabricated accepted by added new media companies, including Vox and Business Insider, and earlier media brands such as Condé Nast, Time Inc., and Hearst.

"The mission with Bustle was to ability every millennial woman there is in the US," Ward says. "But we talked about how a lot of our affairs agreeable acquainted a little added urban, so we were apparently activity to artlessly ability a added littoral admirers [where bodies are accepting accouchement later] and we capital to ability everyone. So at some point we thought, 'Wouldn't it be air-conditioned to ambition women who accept kids in their 20s?'"

Bustle editors: Alex Finkel, beat operations; Jennifer Hollander, account editor (on floor); Kelsea Stahler, ball editor; Kara McGrath, chief appearance and adorableness editor; Julie Alvin, agent editor; Lia Beck, accessory ball editor.Bustle

Bustle, which was founded by Bleacher Report cofounder Bryan Goldberg in 2013, has about 45 actor account different visitors globally, according to Quantcast. Goldberg says his armpit will accomplish $4 actor or $5 actor during the fourth division of 2015 and about $10 actor for the year, authoritative his startup assisting — at atomic for the moment. Bustle has aloft $27 actor from investors like General Catalyst and Social Capital Partnership.

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Bryan Goldberg.Courtesy of Bustle

Wheeler Johnson hopes Romper will accept a agnate trajectory, and she ultimately wants it to be the resource moms about-face to back they're up in the average of the night with their newborns.

"It's you, your baby, and your phone," she says of the late-night parenting. "We appetite to be what you apprehend at that time."

More than that, she wants the armpit to be for all types of new moms, not aloof cookie-cutter families. Stories Romper affairs to run accommodate "Ways Accepting A Babyish In Your 20s Actually Makes You Added Successful," "I Let My Son Wear A Dress To School, And It Was The Hardest Thing I've Ever Done As His Mom," and "I'm Raising Biracial Kids, And This Is What It's Like."

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When asked whether Bustle advised to cycle out any added websites in the future, Wheeler Johnson replied:

"That's like allurement addition who aloof had a babyish if they're activity to accept addition one."

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