The Parenting Ages & Stages app is now available on the Android platform with new features that have not been available in the iOS version until now.

The app provides parents with information on child development and parenting, broken down into the categories such as pregnancy, first year, second year, the early years and the school years. The iOS version of the application launched last June and debuted as the No. 2 free lifestyle app in the Apple App Store and since its launch has averaged more than 27 minutes of use per visitor and an average advertising click through rate of 8.34 percent on article pages.

?The Parenting Ages & Stages App brings one of the most popular and most useful features of the magazine to mobile,? said Brenda Walker, managing publisher and vice president of marketing at Zumobi, Seattle.

?It's perfect for mobile moms and new parents who are constantly on the go and are embracing their mobile devices more and more to get the information they want whenever they want it,? she said. ?The launch of the [iOS] app benefited from the right timing.

?It addressed a mobile audience that was largely underserved with content from a trusted source and was supported with Apple App Store promotion.?

Parenting publishes the application on the mobile media publisher Zumobi?s network. In addition, Parenting Ages & Stages is advertised in other Zumobi apps that reach similar demographics.

Users are also able to customize the application with their children's photos, names and ages and the app will deliver relevant news and advice based on a child's age.

Zumobi is an app developer and a mobile ad network.

Success the second time around, hitting the Android market
The new Android app leverages the OS?s native functionality to deliver the same features that made the iOS version successful along with the added features of push notifications to alert users of product recalls and updated blog content.

?Our goal is to be as democratic as possible in our cross-platform products, giving the entire audience a rich world-class experience, regardless of their device,? Ms. Walker said.  

The Android app is ad supported and uses Zumobi's media advertising technology, BrandBlast.

Although there is no specific launch advertiser for Android, advertisers can buy the Parenting audience cross-platform and cross-device, with the same campaign assets served everywhere.

At a time when publishing sales are down and more companies are looking to remain relevant, upping mobile presence is key.

?More and more publishers are developing mobile strategies because they understand what mobile has to offer, it allows publishers to extend their brand, reach new audiences, and expand their monetization options," Ms. Walker said.

With the success of the iOS app still fresh and the potential success of the Android app right on its heels, Parenting Magazine has no signs of slowing down.

?We continually work in our partnership to evaluate new opportunities to expand reach to the Parenting audience on mobile,? she said. ?Stay tuned.?

Final Take