Disney Buys Parenting Hub Babble.com
Approximately 200 parenting blogs are built on Babble, whose traffic has fallen somewhat over the past year.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceWith so many bloggers and blog posts storming in every day, it is hard to stand out. The secret to creating an outstanding blog is to cultivate a comm...
View articleHow can publishers and advertising networks best utilize analytics data to prevent the extinction of digital magazines and newspapers? Read More...
View articleAnalyzing 5,000 branded videos, Unruly Media recently compiled a list of the 10 that were shared the most on social. One common theme was animals. But...
View articleUnboxing videos are taking YouTube by storm, and retailers like Toys"R"Us are experiencing high levels of engagement after including this tactic into ...
View articleThe evolution of mobile tech is closing the gap between digital and tangible planes. How can marketers use these advances to facilitate the customer j...
View articleThe abandonment of linear TV formats for digital on-demand media consumption signifies the rebirth of TV. How does this metamorphosis affect brand str...
View articleMarketers shouldn't discount the power of long-form blogs because they're conducive to high levels of engagement from potential consumers. Read More...
View articleBrands like Target, Shazam, and The Home Depot are increasingly making interactive mobile ads, while also taking decreasing user attention spans into ...
View article