The Frisky was formed in the spring of 2008, just as former Time Warner (NYSE: TWX) sibling AOL (NYSE: AOL) was preparing its own site aimed at single women called Lemondrop. Turner execs said that work on The Frisky and Lemondrop were coincidental. In another coincidence, AOL recently decided to fold Lemondrop into its larger women’s content channel.
It wasn’t immediately clear why TBS was handing off The Frisky, which is claimed had attracted a respectable 2 million uniques per month. When I spoke to executives at the time of The Frisky’s debut, they had said that it was not intended to be connected to TBS’ programming division or to any other TV offerings, such as HBO’s Sex In The City. The plan was to create a separate web presence that was distantly related to the TV side of the business, though if deemed successful enough, the hope was that The Frisky might someday emulate AOL’s success with celebrity gossip site TMZ, which did make the leap from web to TV. Since TBS never created a whole network of sites to surround The Frisky — and it never did make it to TV — the property did seem to stick out a bit from the company’s core focus.
BuzzMedia, meanwhile, has been looking for a way to express its feminine side a bit more. The company, which has raised more than $40 million in funding to date, acquired three entertainment sites last summer — a year after the company said it was slowing down its buying binge.