Clorox Sponsors First 'DailyBuzz' Site from Federated Media

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After an acquisition spree in the second half of 2010, Federated Media Publishing has launched the first of what it has dubbed "DailyBuzzes," or sites that will curate content around specific topics with a variety of brand partners.

The first site, DailyBuzz Moms, will, not surprisingly, target moms (and some dads) in partnership with The Clorox Company.

Federated CEO Deanna Brown says the company will create multiple iterations on a number of as-of-yet undisclosed topics. Brown expects to roll out three to four of these properties with various brand partners by year's end.

According to Federated, DailyBuzz Moms is a site that "curates the best content for moms from a vibrant community of publishers on the independent Web." (Federated defines "independent Web" as "online properties not created nor owned by a major media company.") It launched May 3.

Editors will create daily collections of content around a given theme. Federated says this content - which includes blog posts, photos, slide shows, pull quotes and videos - will "inspire moms to embrace their homes, children, careers, social communities and wellness."

The daily content is highlighted on the landing page in a preview called "Today's Top 9."

"We go out and we comb the independent Web and find the nine best things for the day's themes," Brown says. Users can click through to the partner site where the original content lives.

The site features curated content from a variety of bloggers, including dooce, Rookie Moms, Girl's Gone Child and Her Bad Mother, as well as what Federated describes as "hundreds of new online voices." Content will appear in six channels: Nurture, Nest, Eat, Play, Style and Balance.

Despite interest in online content, Federated says busy moms may have limited time to "discover parental wisdom." Therefore, DailyBuzz Moms seeks to create "an easily digestible, efficient online experience."

Additionally, the site will integrate editorially relevant content from several of The Clorox Company's brands.

Hidden Valley Ranch, which "makes vegetables delectable," is the first product featured on the site. Others to come include Glad Food Storage, Brita Water Filters, Pine-Sol and multiple Clorox Toilet and Bleach lines.

"What's most exciting for me is really the combination of over a year's worth of planning around products and categories that are so, so important to us. And, by design, that's the lifestyle space," Brown says. "It [was] very natural for us to come together to take our key acquisitions last year and to bring those products and those services and those people together to create what we believe is a next generation media property."

The acquisitions include semantic search start-up TextDigger in August 2010, followed by online food property FoodBuzz and parenting group platform BigTent in November 2010. FM also partnered with social media agency Clever Girls.

DailyBuzz Moms, which began tweeting on April 14, now has about 130 followers and just over 100 "likes" on Facebook. Federated has also created a hashtag, #dailybuzzmoms.

<b>Correction:</b> An earlier version said Federated Media had acquired Clever Girls, when in fact they were never more than partners.