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NEW YORK — The world of women-focused online content just got a lot more crowded.
Warner Bros. Television Group is set Tuesday to unveil a site for mothers that is accompanied by an ad network, while Lifetime has partnered with Web fashion publisher Glam Media to launch its own online network for females.
The new WBTV site, MomLogic, was developed by Telepictures Prods., co-creators with AOL of gossip site TMZ. MomLogic will share TMZ’s blog format, regularly producing editorial and video content, and will aggregate Mom-focused content from other Web sites.
Warner Bros., Telepictures and AOL are owned by Time Warner.
Telepictures president Hilary Estey McLoughlin said MomLogic will stand out through its sense of humor and a more realistic approach, something she said is lacking at other women’s sites.
“We have a good sense of what Moms are responding to,” McLoughlin said. “With the exodus of women to online, this is the next evolution to create a destination.”
Warners hopes to emulate the success of TMZ, which has millions of visitors each month and has spawned a TV show. Bruce Rosenblum, president of the television group, didn’t rule out a broadcast extension for MomLogic but said the focus for now is on the online business.
Rosenblum said that in addition to an editorial component, MomLogic also will lead a network of related ad-supported sites. Ads on MomLogic also can run on such affiliated sites as BarbaraK.com and CouponMom.com.
“The ad sales network is something both new for us and also a natural transition of our syndication,” Rosenblum said. “We hope to build that template with MomLogic and use that as a step for other digital businesses.”
Unilever has signed on as a charter sponsor for MomLogic.
Lifetime is making a similar push into the broadband world via its partnership with Glam Media, announced Monday, while also relaunching its own site at myLifetime.com.
The tie-up will create the Lifetime Network, which will see the launch of other sites focused on women’s subject matter with myLifetime as the flagship destination. Select Glam sites also will be made part of the network and share content with myLifetime.
Lifetime also will provide video and gaming content to Glam, a network of blogs and Web sites that attract about 20 million unique visitors per month, according to data tracker comScore. Advertisers on Lifetime will have opportunities to appear on other Glam pages as a result of the partnership.
Lifetime also said it will expand its relationship with RealNetworks’ RealArcade gaming platform. The network will launch the Lifetime Games Club starting in second-quarter 2008 that will feature further casual games, community features, avatars and chat capabilities.
In addition, Lifetime will feature broadband programming on myLifetime, including “Gift Intervention,” an offering from “The Daily Show With Jon Stewart” co-creator Lizz Winstead, debuting in first-quarter 2008. The network also will present several nonscripted shows appearing in the fourth quarter.
Lifetime also is partnering with About.com for a minisite focusing on home and crafts that will change each month. Starting next year, the network will present a Web channel and video from RevolutionHealth.com, a site founded by former AOL boss Steve Case.
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