MTV Networks Buys Babunga

Posted on March 4, 2008

MTV Networks recently acquired Babunga, a network of baby and family websites including BabyNamesWorld and 3DPregnancy. Babunga claims to have 1.9 millionm monthly visitors. Mediaweek.com reports that MTV's Nick division will use the network to establish a family ad network using a community they acquired in 2006 called ParentsConnect.com.

Nick plans to use those acquisitions to establish a parents-centric ad network anchored by ParentsConnect.com, a community site the company launched in 2006. As part of the venture, the company will sell ads on a handful of smaller, non-Nick-owned sites, including ParentPreviews.com and Smartmomma.com, mirroring a recent trend wherein traditional media players aim to sell ads across the Web's long tail.
At the heart of Nick's parent trap is a revamped ParentsConnect.com, a site MTVN created as a Facebook-like environment for moms and dads. The new version of the site retains community elements but now offers more portal-esque navigation and editorial with a distinct Nick voice. The site's tagline is "We're not perfect, we're parents."
Steve Youngwood, executive vp, Nickelodeon/MTVN Kids & Family Group, said that since ParentsConnect.com went live, the company found that facilitating community was not enough to keep parents engaged: "We learned that content is the spark to build community." The site features polls designed to start a dialogue between parents, with questions ranging from "Were you raised to respect different races?" to "What would you do if your partner got you a blender for Valentine's Day?"

With advertising continuing to move to the Internet media companies are trying to acquire properties and establish niche advertising networks. MTV Networks is trying to set-up a niche to capture lucrative baby and parenting ad revenues.