NBC bows website targeted at baby boomers

Teams with P&G to launch content portal

NBC sees an underserved market on the Web, and a massive one at that: baby boomers.

The network's digital division has teamed with Procter & Gamble Prods. to launch LifeGoesStrong.com, a content portal that will serve as a hub for a series of vertical destinations focused on boomer-oriented topics. Among the featured channels are the family-focused FamilyGoesStrong.com, StyleGoesStrong.com and TechGoesStrong.com.

The content mostly is service-oriented fare written through the lens of boomers, a group that sees itself as vibrant but is dealing with aging issues.

"Knowing that more than a third of all Internet users are adults between 45- and 64-years-old, we saw an opportunity to work with Procter & Gamble to create a site network that can actively fuel this age group," said Devin Johnson, vp of NBC Digital Networks.

For example, the style section asks the question, "Too Old for Blue Nail Polish?" The tech channel features an article titled "Understanding Gen U: (YouTube)," and the family channel offers a more serious piece, "The Risks of Caring for a Spouse With Dementia." NBC officials said several other Life Goes Strong verticals are set to launch during the next several months.

Among Life Goes Strong contributors are Newsweek contributing editor Barbara Kantrowitz, co-author of "The Menopause Book"; Susan Kuchinskas, author of "The Chemistry of Connection: How the Oxytocin Response Can Help You Find Trust, Intimacy and Love"; and Cynthia Nellis, veteran fashion writer and style columnist at the Dallas Morning News.

NBC has landed Duracell as the first Life Goes Strong advertiser; the battery company is sponsoring the Tech Goes Strong channel and will run banner ads throughout the site.

Life Goes Strong is the third such online content project to come out of a partnership between P&G and NBC. The companies have collaborated on the traditional brand-friendly Petside.com and DinnerTool.com.
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