MTV Networks Buys Babunga
Posted on March 4, 2008
MTV Networks recently acquired Babunga, a network of baby and family websites including BabyNamesWorld and 3DPregnancy. Babunga claims to have 1.9 millionm monthly visitors. Mediaweek.com reports that MTV's Nick division will use the network to establish a family ad network using a community they acquired in 2006 called ParentsConnect.com.
Nick plans to use those acquisitions to establish a parents-centric ad network anchored by ParentsConnect.com, a community site the company launched in 2006. As part of the venture, the company will sell ads on a handful of smaller, non-Nick-owned sites, including ParentPreviews.com and Smartmomma.com, mirroring a recent trend wherein traditional media players aim to sell ads across the Web's long tail.With advertising continuing to move to the Internet media companies are trying to acquire properties and establish niche advertising networks. MTV Networks is trying to set-up a niche to capture lucrative baby and parenting ad revenues.At the heart of Nick's parent trap is a revamped ParentsConnect.com, a site MTVN created as a Facebook-like environment for moms and dads. The new version of the site retains community elements but now offers more portal-esque navigation and editorial with a distinct Nick voice. The site's tagline is "We're not perfect, we're parents."
Steve Youngwood, executive vp, Nickelodeon/MTVN Kids & Family Group, said that since ParentsConnect.com went live, the company found that facilitating community was not enough to keep parents engaged: "We learned that content is the spark to build community." The site features polls designed to start a dialogue between parents, with questions ranging from "Were you raised to respect different races?" to "What would you do if your partner got you a blender for Valentine's Day?"