Warner, Telepictures click with moms

Duo to launch MomLogic website

Warner Bros. TV Group and Telepictures Prods. have launched their follow-up to TMZ.com. MomLogic is a website not about parenting per se but one that offers news and feature content designed to appeal to women with children.

Studio has hired former Seventeen mag editor-in-chief Sabrina Weill to oversee editorial for the ad-supported site. Veteran daytime TV producers Cathy Chermol and Jill Mullikan-Bates are also helping Telepictures prexy Hilary Estey McLoughlin and Lisa Hackner, Telepictures’ exec veep of creative affairs, develop and produce the site’s editorial content. Consumer products giant Unilever is onboard as MomLogic’s launch sponsor.

Bruce Rosenblum, Warner Bros. TV Group prexy, said the launch is part of Warners’ broader initiative to develop a portfolio of niche-targeted websites that can draw on the studio’s existing resources. Telepictures already spends a lot of time researching the femme demographic and producing lifestyle-oriented content for its daytime yakkers “Ellen” and “The Tyra Banks Show,” just as TMZ.com has been able to draw on the showbiz newsgathering infrastructure in place for Telepictures’ syndie newsmag “Extra.”

“We have a new media strategy of building digital destinations that are genre-specific and natural extensions of our core businesses,” Rosenblum said. “Creating content is one of our core competencies, and another one is ad sales. What we’re doing with MomLogic is really the next evolution of the syndication model.”

TMZ.com was the first fruit of Warners’ web initiative. In September, studio announced elaborate plans for an animation-oriented site dubbed T-Works that is set to bow next year.

In addition to the main site, MomLogic.com aims to build a network of similarly themed sites that Warner Bros. TV Group’s media sales arm will sell to advertisers as an aggregate web buy.

Estey McLoughlin and her team have been working on the MomLogic concept for about a year. Weill has been onboard for about six months. Site will feature some crossover with Telepictures’ existing websites, including EllenTV.com and TyraTV.com and vid clips with Warner-affiliated talent, but it is designed to stand on its own as a content aggregator “for thinking moms who don’t have time to think,” Estey McLoughlin said.

“What our team is trying to do is create a place where women who are moms can find information that they are interested in,” Estey McLoughlin said. “Instead of reading five different magazines, a daily newspaper and watching ‘Oprah,’ we’re aggregating that content in one place at the same time. At the same time, we’re asking moms to become part of our community and add their voices to the site.”

Warner Bros.’ digital production shingle, Studio 2.0, will also likely produce some content for the site. If MomLogic clicks with its target demo in the dot-com realm, Warners will look to develop it as a syndie TV series, just as it did with TMZ, Rosenblum said.

Studio has “quite a few other” targeted websites prepping for launch over the next two years, Rosenblum added.

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