A new year, and a new source of lifestyle advice from the media, courtesy of HerFamily.ie, the latest venture by Maximum Media.

HerFamily.ie is “the big sister site” to Her.ie, 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 HerFamily.ie, 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 (Joe.ie, SportsJoe.ie and Her.ie) – appears to target only a single gender, there will be some “dad-friendly” topics on the site too, it promises.