Disney makes a pitch for parent-friendly advertisers

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Family.com site draws sponsors to mix of local, national content

The official debut of Walt Disney Co.'s new family-oriented Web site is still more than three months away, but a test site has already attracted blue-chip advertisers.

The site, Family.com , combines national material with local information drawn from a network of parenting magazines across the country.

ABOUT 90 LOCAL AFFILIATES

Ultimately, about 90 local parenting magazines will be affiliated to provide local news, including a daily calendar of events and local listings of children's activities, local daycare and maternity services.

Already, the test site has attracted advertising from Procter & Gamble Co.'s Tide detergent, Hewlett Packard Co., Eastman Kodak Co. and several others.

"Most of the advertisers are looking for a family audience, and they know this could deliver it," said Michael Barrett, VP-ad sales. Current advertisers are paying a nominal fee for the summer rollout; ad rates for the October launch will be about $45 to $50 per thousand impressions.

The editorial staff of 36 is under the direction of Susan Wyland, former editor of Martha Stewart Living. Chuck Davis, most recently VP-circulation at TV Guide, heads up the business side.

"We'll have national content that we create, plus repurposed articles from Family Fun and Family PC and licensed content that we're in the process of acquiring," said Ms. Wyland.

FOOD, HEALTH, TRAVEL

The site is divided into six areas: activities, food, health, computing, education and travel.

The local listings ideagenesis of the local listing came from Alison Garber, former editor of Delaware Parent. She coined the Family.com name before Disney acquired the site earlier this year. She now serves as VP-local affiliates.

Copyright July 1996 Crain Communications Inc.

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