MomsLikeMe.com (as in, “These people are mothers, as am I,” not “Moms enjoy my presence”) announced today that it is joining forces with Bay Area News Group, publisher of a dozen newspapers in the San Francisco Bay Area, to link local and national advertisers to the mother demographic.
MomsLikeMe.com is a segment of USA Today parent company Gannett, and says it is the “largest local online destination for moms to connect and share experiences.” As part of its deal with Bay Area News Group, MomsLikeMe will try to sell national ads for its San Francisco community. For its part, Bay Area News Group intends to sell local ads for the MomsLikeMe site, promote the site through its newspapers and websites and provide MomsLikeMe with content. Both MomsLikeMe and Bay Area News Group will share revenue on both local and national ad deals.
In many other markets nationwide, MomsLikeMe.com partners with Gannett-affiliated news outlets, says MomsLikeMe general manager Carla Wojnaroski. Because Gannett does not have a complementary news presence for MomsLikeMe in San Francisco, the site partnered with the Bay Area News Group instead, she says. There may be more deals in the future: “We are talking to a number of other newspaper and television sites across the country,” says Wojnaroski.
The Bay Area News Group-affiliated MomsLikeMe page will look different from other local iterations. The site will be co-branded with BANG, and mom-related BANG articles will carry links to the MomsLikeMe site, says Wojnaroski.
We’ve seen a similar arrangement between Hearst Newspapers and social network/user-content site Bleacher Report. Under that arrangement, the hope was that Hearst papers like the San Francisco Chronicle would secure local ad clients for Bleacher Report, while Bleacher Report would provide additional content and a more engaged user base to the papers.