AOL Inc. announced on Thursday that it had formed a partnership with publisher Bonnier Parenting Group.
Under the agreement AOL will receive content from Parenting.com, a move meant to lure in online advertisers for the lucrative “moms” demographic.
Under the agreement links to Parenting.com articles will be featured on the AOL home page, inside Huffington Post Parents and via the AOL Family channel, enough AOL property space to reach 12.5 million users according to comScore data.
Bonnier will also collaborate with AOL to package digital ad programs that incorporate assets from each company’s brands.
According to Ned Brody, Chief Revenue Officer at AOL:
“Moms are a very important part of the AOL community, and the Parenting.com brand brings a wealth of credibility, authority and expertise on the issues that matter most to today’s modern families.”
AOL shares rose 45 cents on Thursday upon news of the partnership, ending the day at $15.46.
Do you think AOL and Bonnier Parenting Group will form a partnership that will bolster advertising dollars for both organizations?