Case in point: Disney yesterday acquired Kaboose, a relatively small collection of Websites aimed at parents that deal with baby, child and family issues, for $18.4 million. For a huge media conglomerate, that’s a tiny purchase and a sign that it wants to grab sites like Kaboose’s Babyzone.com, AmazingMoms.com, and FunSchool.com early on, before they become, say, Club Penguin expensive.
In its press release announcing the deal, Disney wasn’t at all shy about its intentions:
Internet ranks highest (above TV and cell phone) as the technology
product moms would not want to live without with 80% of moms saying they
go online daily and spend an average of 13 hours a week online according
to the Intelligence Group’s 2007 Mom Intelligence Survey. Nearly half
(47%) of moms say they go online more often once they have a child,
describing the Internet as their lifeline, which allows them to share,
learn, gather, shop, organize finances and build relationships with
But Disney isn’t the only company thinking this way. In a recent interview on this blog, Yahoo’s exec VP of U.S. Audience Jeff Dossett (the guy in charge of original content) said that “Chief Household Officers,” his company’s term for professional moms, is a top demographic priority. “It’s an audience that’s of very high interest to advertisers because
they spend a lot of time online, they’re very influential in a very
high percentage of household purchases, and they’re actually not well
served online today,” he explained.
Looks like it won’t be underserved for long, however. The race for Moms, it seems, is on.