NBC (NYSE: GE) is attempting to build on The Today Show‘s predominantly female audience by reaching out to the younger and connected set with an online community called TodayMoms. In addition to fostering a conversation about parenting, the morning show’s personalities, including host *Meredith* Viera and Ann Curry, Natalie Morales and Amy Robach, will blog for the site. TodayMoms also has a custom mobile site and has struck a sponsorship deal with Apple (NSDQ: AAPL) for the iPhone’s parenting section in the App Store.
The creation of TodayMoms is part of a greater emphasis on women’s content across NBCU for nearly two years. In addition to the revamp given to iVillage and the launch of Women@NBCU, the virtual female-targeted content and ad network, in May 2008.
By zeroing in on younger women, NBCU hopes to expand its existing ad relationships and fend off a growing list of competitors, especially from other traditional media companies, like Gannett (NYSE: GCI), which has been pushing out it
MomsLikeUs MomLikeMe local community sites. Given that marketers have continued to heavily target sites that attract women, the addition of the community site could provide a small spending incentive for advertisers on the the Today Show as well, as even incremental ad dollars become more meaningful as media budgets remain tight.