Federated Media Publishing has acquired BigTent, a social-networking site that gives marketers access to communities formed by women.
BigTent provides a platform for women to form groups based on common interests, whether that be hobbies, politics, or their children's school district. The company then allows marketers to access those groups for a price (all members are told they may be marketed to when they join the site.) Some marketers offer women on BigTent product samples in exchange for feedback, others simply listen to their conversations.
BigTent says that about 8 million women have joined communities on its site. Terms of the deal were not disclosed.
"The combination of our two audiences gives marketers a powerful new way to reach the most valuable consumers online," said Deanna Brown, president and COO of FM, in a written statement. "Moms are busy, so they're picky about where they spend their online time. They read high-quality writing from the best bloggers and they engage with each other in the most useful communities."
The acquisition is the latest step in FM's drive to increase its reach among parents. In August, it struck a marketing deal with blogging network Clever Girls Collective.
There will be no immediate change to how BigTent will function. It has previously raised $5 million in funding from Menlo Ventures and Mohr Davidow Ventures.
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Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
March 19, 2014