Posted by Stephanie Startz on October 13, 2009 02:07 PM
Hoping to connect with young, female Today Show viewers, NBCU launched TodayMoms, a stand-alone site featuring parenting videos and photos, and incorporating the Today Show's allDAY blog (under the MSNBC logo; its archives go back to 2007) as well as its own branded mom-blog. Today Show anchors Meredith Viera, Ann Curry, Natalie Morales and Amy Robach write for the site. It will also be available as an iPhone app.
NBC Universal, which own the Today Show, also owns the recently relaunched iVillage. Yet, TodayMoms features no tie-in or cross-promotion with iVillage. As of now, visitors to TodayMoms are not directed to iVillage, nor vice-versa.
When NBC Universal relaunched iVillage, the company touted the site as their "digital anchor" for Women@NBC and for cross-programming across the company. The site caters to mothers and young women. So, shouldn't they take advantage of the many similar community features already on iVillage?
According to paidContent, NBCU is attempting to "fend off a growing list of competitors, especially from other traditional media companies, like Gannett." Gannett recently launched their own mommy blog community, MomsLikeMe. In that context, leveraging the Today brand for TodayMoms seems logical. So by launching TodayMoms, NBCU is staying in line with competitors, but in some ways is also competing against itself.
NBCU could take advantage of the opportunity to build audiences for both brands by incorporating their TodayMoms startup into the more established iVillage web site, while giving TodayMoms a unique address to maintain its brand identity. In this way, NBCU can support both brands and find a solution that marries broadcast with digital content.