Update: We found out the sale price: it is about $10 million, our sources say.
Original post: Lifetime Networks’ digital push continues with its first acquisition — picking up privately held ParentsClick Network, both for its technology and its content. With it, Lifetime now is a player in the parenting and moms online category.
The company started as MothersClick in 2006 and since then expanded into other sites as well. The sites include MothersClick.com, which provides tools to find or start groups and share info, and MomBlogNetwork.com, a content aggregator and promoter with more than 2,500 registered blogs. ParentsClick’s dowry includes more than 200 parenting-related domain names. Terms weren’t disclosed.
More after the jump…
ParentsClick becomes a division of Lifetime Digital with headquarters in San Francisco. Founder and CEO Dietrich von Behren joins Lifetime as VP-digital media and investments reporting to Dan Suratt, EVP-Lifetime digital media and business development. He continues to head the team with co-founder and E-I-C Andra Davidson. The title suggests this won’t be the last acquisition.
Expansion plans include national multi-site parenting network with a hyper-local twist and now, with Lifetime, a national ad network to match. Lifetime, a 50-50 JV with Disney (NYSE: DIS) and Hearst, will use the technology to support its other digital efforts “by accelerating the development and launch of key vertical communities on myLifetime.com, LMN.tv and DressUpChallenge.com.”