Federated Media has set up a new mini-network in the green publishing category. Its new Green Federation launches with four sites (Inhabitat.com, Giga Omni Media earth2tech.com, Next New Media’s ViroPOP.com and GM-VOLT.com), with subjects ranging from design to green tech to video. Ads on those properties today are mostly generic display executions for consumer and telco brands. FM’s mission will be to bring environmentally-themed advertisers and products into the fold.
The below chart from Compete shouldn’t be considered highly accurate, but it may give a rough indication of audience size at FM’s top three green sites. Below that is a chart showing FM’s top Green Federation site, Inhabitat.com, compared to category leader TreeHugger.com, which is owned by Discovery Communications.
Other FM Federations include Technology, Business & Marketing, Media & Entertainment, Video Gaming. Recently it entered a partnership with BabyCenter to co-sell inventory on a Parenting network.
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