Gannett goes national with mom sites
Cory Bergman August 15th, 2008
Over the years, Gannett has built out 60 or so local niche sites dedicated to moms. And now the media company is pulling them together into a network called MomsLikeMe.com, which just launched this week. So for example, RockyMountainMoms.com now redirects to Denver.MomsLikeMe.com, and other sites, like CincyMoms.com, will soon follow. The effort will help streamline Gannett’s national advertising efforts, but the big upside here is MomsLikeMe.com has launched nationally, even in markets where it doesn’t own a newspaper or TV property. So for example, there’s New York, San Francisco and Seattle. All the big markets are represented, as well as most medium-sized markets as well. Very smart. Some media companies have attempted to launch a nationally-branded site by partnering with other media companies in its unrepresented markets, but the patchwork approach has shown little traction. Gannett’s national push all on its own is one of the most promising local online media efforts I’ve seen to date.
Of course, this niche is rather competitive, so Gannett will have plenty of work to do, especially in those new markets where it doesn’t own a media property.
Adds justme in comments: “The problem with this is that these sites are nothing but discussion forums. They don’t provide any content — events, stories about issues, links to recipes etc — that a better mom-oriented site like Whoa Momma from tampabay.com offers. Gannett may have more locations, but when you get there you don’t have much to see.”
Says dcdave in comments: “The tampabay.com approach is the old ‘umbrella/mothership’ thought process. Instead of giving the site it’s own URL and it’s own style, it’s simply an unwieldy subdomain of the larger site, designed exactly the same way as all of their other blogs without much attention to demographics other than the subject matter. The Gannett approach might be lacking substance, but that’s something they can make up for. The broader strategy of making the sites separate niche products, vs. sections on a hub site makes a lot more sense.”
11 Comments Add your own
1. justme | August 15th, 2008 at 1:52 pm
The problem with this is that these sites are nothing but discussion forums. They don’t provide any content — events, stories about issues, links to recipes etc — that a better mom-oriented site like “Go Momma” from tampabay.com offers. Gannett may have more locations, but when you get there you don’t have much to see.
2. dcdave | August 15th, 2008 at 2:15 pm
The tampabay.com approach is the old “umbrella/mothership” thought process. Instead of giving the site it’s own URL and it’s own style, it’s simply an unwieldy subdomain of the larger site, designed exactly the same way as all of their other blogs without much attention to demographics other than the subject matter.
The Gannett approach might be lacking substance, but that’s something they can make up for. The broader strategy of making the sites separate niche products, vs. sections on a hub site makes a lot more sense.
3. tdc | August 15th, 2008 at 2:50 pm
right on, dcdave!
ever thought of ‘tdcdave’?
nah, forget i mentioned it… too much baggage.
4. tdc | August 15th, 2008 at 2:58 pm
as far as ‘detroit’ goes, the original ‘michiganmoms’ is still michiganmoms.
it was always a collection of michigan’s larger cities. this new approach looks to break that down (probably better for advertisers at some point).
if you click their ‘other location links and look around you might find the same for other state/city locales.
5. discreet_chaos | August 15th, 2008 at 4:05 pm
Moms must really be big business right now, I believe we’re in another baby boom or something. Also, I’m under the impression that Andrew Shue from “Melrose Place” runs and/or partially owns an older Mom’s site (ClubMom - thanks IMDB).
Anyway, about a month or so ago, I started noticing a lot of ads and “discuss this topic” links on the Raleigh News & Observer’s site (a web pioneer in it’s own right, but now part of McClatchy) which pointed toward TriangleMom2Mom.com. (click my name)
6. Anonymous | August 15th, 2008 at 7:03 pm
You do realize most of our moms are senior citizens now.
This stuff is grandchildren fodder.
7. sylvie | August 18th, 2008 at 6:53 am
Actually, Anonymous, just now the Millenials/ Gen Y are entering their prime childbearing years. They are a much larger generation than Gen X. We are in a “boomlet” right now, and as Millenials start having kids, it’s going to grow. I don’t know what’s happening in your corner of the world, but in our (small) city, both hospitals have just built GIANT spa-like birthing centers. They are getting ready to lure in business.
Moms have always been a highly-sought-after demographic… Gannett is about to create a perfect way for advertisers to reach this niche market. Should be very interesting………
8. wtf | August 18th, 2008 at 8:00 am
@justme say it with me…
“we don’t have to create the content.”
again
“we don’t have to create the content.”
one more time
“we don’t have to create the content.”
9. Julie Streve | August 19th, 2008 at 6:19 am
This is really impressive. I like the look and feel. Also there are some really great features like “groups”. I set up a private group for my friends. also, I noticed (but haven’t tried it) that they have a way to “ripple” out questions and insight to other people. Has anyone tried it? This is so different from other mom bulletin sites. Bravo Gannett!
10. Anonymous | August 21st, 2008 at 5:44 pm
@wtf What content?
What content?
What content?
BAH SLUGBUG
11. Johanna | October 19th, 2008 at 11:05 am
I like it, but I agree, I don’t really see the content. I really enjoy a new site for moms called bellyhood.com. It’s got the facebook feel and easy to navigate.
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