What happens when two journalists have a baby?

They quickly realize how hard it is to find trustworty parenting information.

That’s why we started this site. We’re two former newspaper reporters who are hungry for answers and don’t have time for nonsense. One day, we asked ourselves, “Why is it so hard, even with the internet, to get clear answers to basic parenting questions?”

Here’s the answer we came up with for that question. There are a lot of things getting in the way of parents and good information. But we think we can be a solution.

Our name is an obvious nod to PolitiFact, the Pulitzer Prize-winning political fact-checking website owned by the Tampa Bay Times. We have no affiliation with them. We pretty much just said one day, “Wish there was a Politifact for parenting information.” So, we built it.

That said, we plan to do things a little differently than your typical journalism or fact-checking outlet, in four key ways.

1. We aim for clarity over quantity.

We get straight to the point. Every article has a headline in the form of a question, and, except for our longform pieces, we will try to answer that question in the first sentence. We’ll always provide legitimate sources if you want to do further research, but our first priority is getting you the essential information you need.

Most news outlets require their reporters to write a certain amount of words in each article. We aim to write no more, and no less, than we think you need to know.

We also don’t plan to publish a lot, either. Most news outlets are forced to publish frequently to keep traffic numbers up. We believe that creates more noise for busy parents to sort through. We plan to publish thorough pieces on the issues that matter so parents can easily get what they need and get on with their lives. No listicles, no celebrity news, no clickbait.

2. We want to continuously improve.

No article on this site is ever done. That’s a relic of print publishing. As we find new evidence, or recommendations change, we will constantly be going back and improving what we’ve published before.

For example, if there is new research into car seats, we’re not going to publish a new article titled, “What you need to know about the new car seat research.” Instead, we’re going to go back and update all pieces about car seats. That way, you don’t have to sort through multiple articles to get the best information.

Important note on that: the date at the top of each article is the date that we last updated it. Other sites leave the original publication date, and then add a note in the text stating when it was last updated. Because we think that can be confusing for people not familiar with the intricacies of web publishing, and some people might miss the additional note entirely, we are simply updating the publication date.

3. We want to generate revenue responsibly.

We’re not a non-profit. We’re a two-person LLC. We have advertising on this site to at least help pay for the cost of maintaining it, and partly compensate us for the time we put into it.

That said, we aim to ensure our ads never interfere with our content. As former newspaper reporters, we used to get angry at our own publishers when they stuffed way too many annoying ads around our articles, making them hard to read because they slowed down the site and covered users’ screens. We’ve thought a lot about the right way to monetize our site while not ruining the experience.

For instance, when we first launched, we had Google AdSense banner ads on our article and forum pages. We’ve since done away with those, because they slow down page loading and sometimes advertised products we would strongly not recommend. They may have made us a little amount of money, but we couldn’t square them with our mission, so we removed them. (You’ll still see text ads on our Credible Source Search results, but those are required by Google for their Custom Search Engines.)

Currently, we use Amazon Associates links when we mention any products. They appear like regular text links so they aren’t distracting. If you click one, it takes you to that product on Amazon, and if you wind up buying it we usually get a single-digit percentage of the sale. It doesn’t cost you anything additional.

It’s worth noting that our design isn’t what Amazon recommends. Their default settings and recommendations for “optimizing” ad placements are to put big, colorful ads all over the place. We’ve ignored those settings and recommendations to try and provide an experience that puts readers first, and we will always aim to do so.

4.  We won’t pretend to know everything.

We’re new parents, too. We aren’t doctors, and won’t pretend to be. Information we provide here won’t be our medical opinions – it is all sourced from legitimate places, which we will cite in detail. We’re going to do the best research we can, but there will always be gaps. When we don’t know something, we’ll simply say it, and then provide an answer once we find it. And when someone comments on an article with additional information we missed, we’ll add it into the piece.

We even want to involve our audience in the development of our work, and you can do that by both asking questions, and contributing to articles we’re developing, by going to our forums. We don’t promise to be the most knowledgeable, just the most tenacious in finding the truth.

If you have any other feedback, please send us a note using the form below. We’d love to hear what you think of the site, and what we can be doing better.

Lee Procida and Elisa Procida, Parentifact co-founders

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