NBC Universal Digital Media negotiated a strategic alliance with women’s online-media publisher Sugar Publishing for the sharing of content between Sugar and NBC U’s online women’s property, iVillage.
“One year ago, we acquired iVillage Properties and, with traffic up by 13% year-over-year, we have since maintained our ownership of the women's online space,” said Beth Comstock, president of Integrated Media at NBC U. “With the addition of the Sugar Network to our portfolio, we can now offer our users an even deeper, richer experience and our advertisers a way to further extend their reach in this highly sought-after demographic.”
As part of Wednesday's announcement, NBC U Digital Media will take a minority stake in Sugar, which includes 10 lifestyle and entertainment sites: PopSugar, FabSugar, BellaSugar, BuzzSugar, YumSugar, FitSugar, GeekSugar, GiggleSugar, DearSugar and TeamSugar.
Additionally, NBC U's Digital Media sales team will be the exclusive sales agent for Sugar's media inventory.
San Francisco-based Sugar, founded in April 2006, currently receives about 4.5 million unique visitors per month, according to Google Analytics. iVillage registers 28 million unique visitors, according to ComScore MediaMetrix.