Bonnier Corp.’s Parenting Group and AOL Inc. have announced a strategic sales alliance that will bring Parenting.com content to AOL, launching a new publisher partnership model for AOL that will provide contextually relevant, scalable marketing opportunities for advertisers seeking to reach moms online. The partnership is intended to significantly grow Parenting.com’s audience and AOL’s reach in the valuable parenting category, with links to Parenting.com articles featured on the AOL home page and across multiple Lifestyle channel properties. Additionally, The Parenting Group will collaborate with AOL to package integrated digital advertising programs that incorporate media assets from both brands, leveraging the full suite of AOL’s monetization solutions from premium sales to Advertising.com.
Beginning in Q1 2012, Parenting.com’s award-winning child development and family lifestyle content will be integrated across AOL properties, with direct links to Parenting.com promoted across AOL.com, Huffington Post Parents and the AOL Family channel, reaching a combined audience of over 12.5 million users*.
“Partnering with AOL allows The Parenting Group to significantly expand our digital footprint, serving our clients more effectively by creating the scale and context we need to reach a much larger audience,” said Mark Wildman, VP/Group Publisher, The Parenting Group. “This alliance gives us the opportunity to tap into a completely new segment of advertisers targeting moms online, while working with a best-in-class partner to grow our brand and the types of digital programs that we can offer to our marketing partners.”
“Establishing long-term partnerships with the leading publishers that serve our largest audience segments is a key part of our strategy,” said Ned Brody, Chief Revenue Officer, AOL. “Moms are a very important part of the AOL community, and the Parenting.com brand brings a wealth of credibility, authority and expertise on the issues that matter most to today’s modern families. We’re thrilled to partner with The Parenting Group and to offer advertisers an expanded range of integrated marketing opportunities across the AOL network.”
*November 2011 ComScore Media Metrix (combination of Parenting.com, AOL Family and HuffPost Parents)