AOL Continues Building Out Living Network, Meet ParentDish
This story was written by David Kaplan.
AOL (NYSE: TWX) is the midst of a series of site rollouts and this week's latest, ParentDish.com, is starting off with a partnership with Warner Bros. TV Group sibling MomLogic. The primary goal here is to get more focused in its site offerings on AOL Living, its female-focused channel. And like all the new sites, it will be strongly connected with AOL's ad side, as the Platform-A network will supply both display advertising and contextual ads from its Quigo unit.
In addition to the health trend, there has been a sudden interest in creating sites targeting women in the past few months, with Yahoo's (NSDQ: YHOO) release of Shine, which directly competes with AOL Living's female demo of women 18-54. As more sites sharpen their view towards women, some are drilling down into specific subjects, like AOL's other Time Warner relative, Turner, which has created a sex-focused blog aimed at women 18-34 called TheFrisky as AOL itself is developing its own edgier women's site due to launch by the fall. And last week, NBC finally unveiled a new structure around its women's media properties with Women@NBCU and the promotion of Lauren Zalaznick to president, Women and Lifestyle Entertainment Networks.
By David Kaplan