Federated Media Publishing became the parent of a parenting company, announcing that it acquired BigTent, an online forum for parenting groups, looking to combine the more than 8 million parents who engage with Federated authors with BigTent’s roster of over 15,000 communities. Terms were not disclosed.
Federated CEO John Battelle told AllThingsD the move was made with an eye toward strengthening the tools used by its advertisers and publishers, saying, “People might look at us as a school of fish, but suddenly realize we are a shark. We want to create meaningful interactions on the independent Web.”
Federated president and chief operating officer Deanna Brown said in a press release:
The combination of our two audiences gives marketers a powerful new way to reach the most valuable consumers online. Moms are busy, so they’re picky about where they spend their online time. They read high-quality writing from the best bloggers, and they engage with each other in the most useful communities.
BigTent co-founder Laney Whitcanack, who was named chief community officer at Federated, added:
BigTent groups are the social fabric of their communities, and we’re thrilled by the new and better ways we’ll now be able to serve them. With FM, we have a partner that values their voice and is committed to their ongoing support and growth. Working together, we’ll continue to build authentic and meaningful opportunities for major brands to engage with these trusted groups.