Life Goes Strong for iVillage unit NBC Digital Networks and Procter & Gamble Productions, as the two companies announced the launch of a network of Web sites aimed at baby boomers and charter-sponsored by Duracell.
The Life Goes Strong sites include daily articles, blogs, question-and-answer items with experts, photo and video galleries, how-tos, quizzes, and polls, and contributors include: Barbara Kantrowitz, contributing editor at Newsweek and co-author of The Menopause Book; Susan Kuchinskas, author of The Chemistry of Connection: How the Oxytocin Response Can Help You Find Trust, Intimacy, and Love; Sean Gallagher, contributor to media outlets including InformationWeek, eWeek.com, and InfoWorld.com; former model and actress Gerit Quealy, who has contributed to The New York Times‘ Style section; and Cynthia Nellis, former professional fashion buyer, writer for About.com Women’s Fashion, and style columnist for The Dallas Morning News.
NBC Digital Networks vice president Devin Johnson said:
Knowing that more than one-third of all Internet users are adults between 45 and 64 years old, we saw an opportunity to work with Procter & Gamble to create a site network that can actively fuel this age group. With expert content that ranges from care-giving for both kids and older parents to fashion trend “don’ts” to a look at apps for grown-ups, we’re confident that Life Goes Strong will deliver on its promise to celebrate the interests of mid-lifers.
And P&G director of branded entertainment Rich DelCore added:
Marking another major step in our companies’ ongoing partnership, the launch of Life Goes Strong builds upon our online successes with Petside.com and DinnerTool.com. Our unique collaboration has enabled brand marketers within P&G and beyond to engage with consumers around their interest areas and passion points. With this property in particular, we’re enabling advertisers and brands to reach a powerful demographic with an annual spending power of $1 trillion.