Making its first acquisition in the digital space, Lifetime Networks has purchased ParentsClick Network, Inc., a company that has developed an online community around Web sites targeting active parenting groups.
The deal, terms of which were not disclosed, gives Lifetime an entry into the online parenting community, led by ParentsClick’s flagship property, MothersClick.com. which was designed for users to find/join or start new groups, and offers free tools for all moms to share their collective wisdom online, and MomBlogNetwork.com, which was launched in late 2007 and currently features over 2,500 registered blogs. All told, Lifetime gains a portfolio of over 200 parenting-related domains, including www.FathersClick.com and www.MothersGroups.com.
Lifetime executives said assets will also support the top cable women’s programmer’s expanding digital initiatives by accelerating the development and launch of key vertical communities on www.myLifetime.com, www.LMN.tv and www.DressUpChallenge.com .
Through the transaction, ParentsClick becomes a division of Lifetime Digital and will operate from a newly opened office in San Francisco under the leadership of ParentsClick founder and CEO Dietrich von Behren, who joins Lifetime as vice president, digital media and investments, Von Behren, who now reports to Dan Suratt, executive vice president, Lifetime digital media and business development, Lifetime Networks, brings a team that includes Andra Davidson, MothersClick.com co-founder and editor-in-chief, and Ted Serbinski, director of technology, to the women’s-targeted content company.
“We’re very excited to have the technology and leadership of ParentsClick Network join the Lifetime Digital family,” said Suratt in a statement. “MotherClick.com and MomBlogNetwork.com will enable us to reach more mothers online, and we will be able to leverage the robust technology platform that ParentsClick Network has built across our existing properties and new properties to come.”