NEWS: Warner Bros., Lifetime and Others Join Women's Ad Network Race

Warner Bros. Television Group is joining the ranks of large media brands extending female audience reach by building women-centric site networks or aligning with complementary networks. The producer of programs like "The Ellen DeGeneres Show" today is launching news and community site MomLogic.com along with a companion network of smaller sites into which it will sell ads and share content. Unilever is an initial sponsor.

Yesterday Lifetime Networks announced an ad and content-sharing alliance with Glam Media, following Martha Stewart Living Omnimedia's home and decorating content network launch last week. NBC Universal Digital Media hooked up in June with female-oriented Sugar Publishing to sell advertising and share iVillage content.

"Advertisers don't want to leave the comfort of the brands they want to associate with," said Brett Bouttier, SVP digital for Warner Bros. Television Group, suggesting these new online networks allow well-known firms leverage established media brands to help develop new ones.
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