Internet company AOL Inc. and publisher Bonnier's Parenting Group said Thursday they are teaming up to bring Parenting.com content to AOL. The move is aimed at luring online advertisers looking to reach moms - a lucrative customer base - online.
Links to Parenting.com articles will be featured on the AOL home page, Huffington Post Parents and the AOL Family channel, reaching a combined audience of over 12.5 million users according to comScore data. The Parenting Group also will collaborate with AOL to package digital ad programs that incorporate media assets from both brands.
New York-based AOL has been working to turn its business around by increasing its advertising revenue, as demand for its old dial-up Internet access service has faded. A big part of the revival has been AOL's efforts to add popular content to its sites, to win more visitors and bolster its appeal to advertisers. It bought The Huffington Post news website last year and the technology blog TechCrunch in 2010.
AOL shares rose 45 cents to close at $15.46 in trading Thursday.