Home  › Media › Publishing
dailybuzz-moms

Clorox Sponsors First 'DailyBuzz' Site from Federated Media

  |  May 4, 2011   |  Comments

Series of new sites will curate content on specific topics with a variety of brands attached.

dailybuzz-momsAfter 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.

Tags:

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You&#39;ll Do As a member of our team, the Senior Producer reports directly to our...