Online parenting platform Mumsnet has introduced a subscription service as it looks to make up for a shortfall in advertising.

Like many digital and traditional media outlets, Mumsnet has seen a sharp decline in ad revenue during the ongoing coronavirus crisis.

And chief executive Justine Roberts, who founded the website 20 years ago, described the situation as "squeaky-bum time".

The subscription costs £4.99 a month but is not compulsory and currently comes with no extra features.

Ms Roberts told the BBC: "We've seen a number of advertisers pull or postpone their planned activity for obvious reasons and entire sectors put their marketing spend on hold.

"The bottom line isn't looking quite the way we expected it to a few weeks ago, but given the way the Mumsnet team and community have pulled together, we're hopeful we will come out the other side in good shape."

Staff at the website have volunteered to reduced their hours while Ms Roberts has taken a salary holiday.

She welcomed the positive response from readers to the subscription which she said is aimed at becoming "a sustainable and reliable source of funds".

Mumsnet says page views have gone up around 10 per cent during lockdown.