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Disney Targets Moms with New Website
In an attempt to capture the attention of parents, particularly mothers, who turn to the internet for information, Disney is launching Family.com as a one-stop shop for parenting information, reports the Associated Press (via MarketingVox).
The new site was announced yesterday and will remain in beta status until this summer. It will be filled with tips and advice from other users on raising children, on issues ranging from toddler care to college costs. Visitors will be able to add to a “ParentPedia” user-generated encyclopedia that provides information on some 1,000 topics.
Disney plans to sell straight advertising space on the site but also text ads that would appear next to search results. Disney products, including merchandise and films, will be promoted on the site, but not exclusively.
The site’s content and look and feel have been developed over the last year based on surveys of 30,000 mothers. Social networking will also be a component of the site, with users able to build their own profile and connect with others.