In Depth

Warner Bros. TV Launches MomLogic.com

Flush with success from online sites such as TMZ.com, Warner Bros. Television Group is expanding its presence into the digital content landscape with the launch of MomLogic.com, an online destination and cross-platform advertising network created as the ultimate destination for moms. The company has already signed Unilever as the site’s charter sponsor.

“Momlogic.com is a natural progression for us,” said Hilary Estey McLoughlin, president of Telepictures Productions. “We are already successfully programming to this demographic with our shows, and we have a base of knowledge in connection to the female viewers and moms that makes us uniquely qualified to reach an audience that is underserved online.”

The site is designed to be an online community for mothers of all ages, providing them with “honest, up-to-the-minute information about how breaking news and information affects them and their families in an ever-changing world,” according to the press release. The site will incorporate news, games and social destinations as well as created content such as online series “The Jeannie Tate Show,” all targeting mothers of all ages.

“We’ve been looking for a long time at this community online and found both parenting sites and female sites, but nothing that offers practical information for moms,” said Lisa Hackner, executive VP of creative affairs at Telepictures. “Momlogic.com isn’t a site about being a perfect parent and it’s not about me as a mom, it’s about me as a woman who happens to be a mom and seeing the world through these eyes.”

With worldwide packaged foods giant Unilever on board as the key launch advertising partner for MomLogic.com, the site will include contextual integration within MomLogic and marketing support from Unilever’s various channels.

“MomLogic further extends our desire to interact with moms in a relevant, engaging and entertaining forum,” said Jon Stimmel, director of media buying for Unilever. “Our brands have been utilizing social media amongst our core targets, and MomLogic would help us connect to what’s most important to mothers and their families.”

The network will be powered by Adify, which delivers technology and services for rapidly creating the next generation of focused, brand-driven ad networks. Examples of these publisher-partners include BarbaraK.com, the couponmom.com and kidproof.com.

MomLogic.com will be programmed by a team led by former Seventeen magazine Editor-in-Chief Sabrina Weill, who has experience running and launching print and online brands targeted to the female demographic, including CosmoGirl and projectangelmom.com.

Warner Bros. Television Group’s Digital Media Sales group will manage ad inventory. The company plans to begin incorporating the site into some of its television series, including the talk shows hosted by Ellen DeGeneres and Tyra Banks.

The company, which turned TMZ.com into a syndicated series, also could use the site to incubate other shows that could one day hit the television market.

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I just got done reading this article, and found it a very positive step in the right direction for Warner. It shows that they have recognized that creating the right “brands” and “franchises” that can then be marketed on the various distribution platforms that they have is the future of the digital media space. The key thing for them with this initiative, will be to rally their sister companies and take advantage of the plethora of reach and resources that these provide. Such as:

- MomLogic on going segment on The Tyra Banks Show and website, with tips for expecting mothers

- Tastefully right segments into the story lines of their TV shows when appropriate

- MomLogic tips and secrets for soccer mom’s as an on going segment for The Ellen Show

- Critique of celebrity mom’s mistake’s and suggestions for improvement on TMZ ad TMZ.com

…and of course, a true utilization and partnership with AOL.

If they are able to utilize and harness the power of the existing resources with the current Time Warner family, this will succeed. The map that iVllage.com tried was a good one, but the production quality of the TV show in Season 1 was so bad, it will be hard to climb out of that hole.

Thanks,
Ray Doustdar
TeamDating.com

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