Parenting a serious business for – but not all of the time

Maximum Media’s latest venture will ‘offer a chuckle and a knowing wink’, says editor

A new year, and a new source of lifestyle advice from the media, courtesy of, the latest venture by Maximum Media. is “the big sister site” to, with editor Sive O’Brien and her team of four targeting parents who “know that parenthood is a serious business, but it doesn’t have to be serious all of the time”.

O'Brien, a mother of two girls, joins the site from Image Publications, where she was a fashion editor for Image, a contributor and an editor across its various contract titles.

“We’ll speak to you, not judge; capture your imaginations, not bore; offer a chuckle and a knowing wink because at, there’s no such thing as the perfect parent,” writes O’Brien in her introductory blog post to the site.


Although the site – like the rest of the Maximum Media stable (, and – appears to target only a single gender, there will be some “dad-friendly” topics on the site too, it promises.

Laura Slattery

Laura Slattery

Laura Slattery is an Irish Times journalist writing about media, advertising and other business topics