In Depth
Scripps Opens Frontdoor
Scripps Networks has launched a new Web site, Frontdoor, devoted to home buying and selling online, the latest in a series of moves by the media company to extend the lifestyle expertise of its on-air networks onto the Internet.
The new site, at www.frontdoor.com, includes articles, videos and listing of homes for sale.
The site officially launched in beta last month and will likely go live next month.
Scripps Networks has pursued an online strategy devoted to growing its core brands—HGTV, Food Network, DIY and Fine Living—and to “owning” their respective categories. That includes acquiring like-minded sites in its areas of expertise and building sites from scratch.
On its home page, Frontdoor says it’s “powered by HGTV”; otherwise, the site has its own look and feel, although it does draw from HGTV Web content and on-air series. For instance, the site includes clips from HGTV shows “Designed to Sell,” “My House Is Worth What?” and “House Hunters.”
Frontdoor includes about 300 videos, some original and some from HGTV. The site is ad-supported, with initial sponsors including Coldwell Banker, Citibank and General Motors.
“The strategy is to take a user-centric position online and to own the category of home and living online,” said Deanna Brown, president of Scripps Networks Interactive. “Obviously real estate was a huge opportunity for the HGTV audience online and on-air, and here’s an opportunity to really build something. It further demonstrates our category ownership strategy.”
In July, Scripps purchased online recipe site recipezaar.com, also as part of its strategy to grow its strength in its categories, in that case with food.
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