Approximately 200 parenting blogs are built on Babble, whose traffic has fallen somewhat over the past year.
Disney has beefed up its parenting content with the acquisition of Babble.com, a five-year-old publisher and blogging platform focused on subjects ranging from practical (recipes, baby naming tips) to indulgent (celebrity kid sightings). The site attracted 2.7 million unique visitors last month, down about 15 percent from 3.2 million in October 2010, according to comScore.
Babble says it is the publishing platform of choice for approximately 200 mom bloggers. By acquiring it, the companies said, "Disney Interactive’s Moms and Family business gains a blogging platform that elevates the first-person stories of parenthood." Disney also plans to supplement Babble.com with its own evergreen parenting content.
Babble's advertisers include the usual suspects: Pampers, Huggies, and Similac have all created custom campaigns. A Similac campaign from last year involved a wallpaper unit on the site's home page featuring a new product, as well as a poll.
"Given that we're a newer site, we have a lot of flexibility with the way the site is built, and fewer limitations with how advertising is presented," Alisa Volkman, co-publisher and VP of sales strategy with Babble Media, told ClickZ at the time. "We think it's really important to allow advertising and editorial to overlap in ways that appeal to the reader and also satisfy the advertiser's objectives."
Babble will remain based in New York, and founders Rufus Griscom and Alisa Volkman will join the Disney Interactive Media Group. Terms of the deal weren't disclosed.
Tessa Weggert contributed.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT