Lifetime Networks said it acquired ParentsClick Network, a social network and digital technology company.
The deal marks the first time Lifetime has made a digital acquisition. Terms of the deal were not disclosed, but a source familiar with the situation estimated Lifetime paid about $10 million
ParentsClick operates MothersClick.com and MomBlogNetwork.com.
“MotherClick.com and MomBlogNetwork.com will enable us to reach more mothers online, and we will be able to leverage the robust technology platform that ParentsClick Network has built across our existing properties and new properties to come,” said Dan Suratt, executive VP of Lifetime Digital Media.
Lifetime said traffic on its revamped Web site, myLifetime.com, was up 48% in July from a year ago.
Separately, Lifetime Networks named Jen Duddy to the new position of VP of digital ad sales, overseeing ad sales as well as working with the digital development team to develop customized offerings for clients.
In the announcement, Debbie Richman, executive VP of ad sales, said, “This past upfront season, advertisers recognized the value of Lifetime Digital by making it an integral part of their multiplatform packages. To sustain this strong momentum, Jen will leverage the powerful Lifetime brand along with the steady growth of our multiplatform properties to create a wide range of attractive new partnership opportunities for advertisers.”
(12 p.m.: Updated with Jen Duddy promotion)