MiGi Girls' Momologie Site Bombards Moms With Partner Links

High-income moms saddened by the crumbling of Cookie magazine can rejoice: the duo known as the MiGi Girls, two veterans of the Martha Stewart brand who became mini-Marthas themselves on television and online, have launched their latest venture, Momologie, which targets mothers, but more specifically mothers who like to shop. A lot.

Like Ms. Stewart, Michele Adams and Gia Russo have branded themselves as lifestyle gurus, and it’s a lifestyle that stresses simplicity and, well, “style.” Min Online notes that “moms are the current stars of the Internet.” Team MiGi is well positioned to capitalize on this growing market.

The site is boosted by a daily newsletter, plus the obligatory Facebook and Twitter accounts. As for the content, it seems that most pages cannot be published without a link to another site, usually a retailer, likely a partner of some kind. But unlike the service magazines that would pepper a winter-clothing article with brand names and price tags, Momologie (which sounds a lot like Anthropologie, another high-end lifestyle brand) simply lists some suggestions in general terms – “shrunken blazer” or “knit hat” – but those words link out to Ann Taylor or Delia’s. (A small ShopStyle widget runs at the bottom of the page.) It’s smart Web-copy presentation, while offering plenty of brand-partnership opportunities.Continue reading...