In essence, Parent Time is an "interactive, database-related site," said an executive familiar with the details, "which will give parents a way to access any number of topics that will be of interest to them."
For example, a parent will be able to plug in the age of their child and get a slew of material relevant to that age group. Much of the material will be developed or come from Time Warner's Par-P&G, Time Warner site
P&G from Page 1
enting. P&G will own half the site, marking the company's first link with a major content provider. The package-goods giant is still expected to cut a similar deal with Conde Nast Publications (AA, July 1).
The venture being announced this week hooks P&G with Time Warner Cable Digital Marketing Group and Time Publishing Ventures. Time Warner, P&G and Grey Interactive, the marketer's New York-based interactive agen-cy, all declined comment.
ON ROAD RUNNER
Time Warner Cable will feature a broadband, localized application of Parent Time on Road Runner, its high-speed Internet access service. P&G could include a retail application, urging users to visit specific local stores for certain products.
P&G's choice of partner was logical. The marketer is Parenting's leading advertiser.
Even before Parent Time is up and running, there's been some internal controversy. Linda Frankenbach, VP-Time Warner Cable Digital Marketing Group, has met resistance from a number of Time Warner executives on Parent Time, according to two people close to the project. The concerns are based in part on the non-exclusive nature of the deal.
PAMPERS AREA ALREADY UP
Indeed, P&G itself seems to be competing with the site already with its new total baby care area for Pampers that features well-known pediatrician Dr. T. Berry Brazelton (http://www.totalbabycare.com). Furthermore, P&G could make a similar deal with any of Road Runner's broadband rivals.
There are already several parenting sites, including iVillage's Parent Soup, prompting speculation about the long-term viability of P&G/Time Warner to "own the category in cyberspace," said another executive familiar with the deal.
Parenting operates a site on America Online, although whether that will change with the new deal is not known.
Parent Time will be located at http://www.parenttime.com or http://www. pathfinder.com/ParentTime.
Contributing: Debra Aho Williamson