CafeMom, a social-networking and community site aimed at mothers, is expanding its offerings to daily deals, as well as announcing an anticipated launch of a site aimed at Hispanic moms.

The deals effort has just been launched under the killer URL of Mom.com and will first be available in the Northern New Jersey area.

The sales force, which will presumably compete with armies of sales people from social buying phenoms such as Groupon and LivingSocial, will be made up of local moms in these markets.

The “Mamas Latinas” site–which is still unnamed–will be run by former People en Español publisher Lucia Ballas-Traynor, who has just been hired by CafeMom.

In an interview yesterday, its co-founders Michael Sanchez and Andrew Shue said the New York-based CafeMom was aiming at another major growth spurt.

Said Shue of the effort so far: “It’s just two dads trying to create the definitive mom’s site.”

There is a lot of competition in the space, such as iVillage, which is more broadly aimed at the lucrative women’s space.

But CafeMom had attracted attention too and had considered a number of acquisition offers last year, before deciding to expand its service on its own.

Last summer, in fact, Yahoo and several other companies expressed interest in the possibility of acquiring CafeMom.

After considering a variety of offers, said Sanchez, who is CEO of CafeMom, “We think we have a unique opportunity to grow ourselves and not for someone else.”

The company has been knocking around for a long time in Internet terms, morphing from a sister company owned by CMI Marketing called ClubMom back in the Web 1.0 days.

CMI, which was also founded by Shue and Sanchez, finally got two big fundings in 2008 totaling $24 million, from venture firms such as Highland Capital Partners and Draper Fisher Jurvetson.

Moving from what was essentially a glorified bulletin board for moms, it has added content and other social-networking tools and games.

For example, it recently launched a blog and content platform named “The Stir.”

Shue and Sanchez said the main CafeMom site now has 7.6 million million unique monthly visitors on its main site and almost 21 million on its overall network of affiliated sites.

The pair said that CafeMom is profitable, with 100 employees. It now has revenue of about $36 million annually.

Here’s the official press release about the Hispanic moms site:

CafeMom, the #1 site for moms with more than 7MM monthly visitors, to launch new website for Hispanic Moms

Outgoing publisher of PEOPLE en Español announced as co-founder.

New York, New York May 4, 2011–CafeMom announced its plans to launch a web destination catering to Hispanic moms in the coming months, to be co-founded by Lucia Ballas-Traynor, a Hispanic marketing veteran and the just-departed publisher of PEOPLE en Español. As part of its market research, CafeMom conducted a major national study of Hispanic moms, across the acculturation spectrum, and found that 92% of Hispanic moms believe there is not currently a website that clearly serves their needs.

“There is currently a huge gap online in serving Hispanic moms,” said CafeMom CEO, Michael Sanchez. “By 2014 one in four moms online will be Hispanic, and advertisers are increasingly looking for ways to reach this key segment. The site represents a tremendous opportunity, both to add value to millions of moms’ lives and to deliver unique integration possibilities to the brands that are most committed to the Hispanic market.”

CafeMom conducted a nationally-representative study of Hispanic moms fielded in both English and Spanish with a well-respected third party research vendor. The study showed Hispanic moms are underserved online, and are also eager to connect with each other. 79% of Hispanic moms said they wanted to connect with other Moms who share their culture, heritage, and life experiences.

Co-founder Lucia Ballas-Traynor brings her 25 years experience in Hispanic media, and has been at the helm of leading Hispanic media brands such as Univision’s Galavision, MTV Tr3s and most recently People en Español, the largest selling Hispanic magazine in the U.S.

“Our plan is to leverage CafeMom’s expertise in community, content, and strategic programs for leading brands and combine it with a world class leadership team that has a deep understanding of Hispanic moms and media,” said Sanchez. “As part of this effort, we are excited to bring Lucia on to the team. She has a proven track record in delivering for consumers and advertisers alike.”

“I’m thrilled to be working with CafeMom on this,” says Ballas-Traynor. “CafeMom is uniquely positioned to deliver this opportunity as an authority on moms. I’m confident that we can create something that will add real value to the lives of millions of Hispanic moms.”

Federated Media, the San Francisco-based advertising and publishing network, has acquired BigTent, a platform hosting more than 15,000 communities, mostly made up of parenting groups, especially moms.

Financial terms of the deal with BigTent, also located in San Francisco, were not disclosed.

BigTent has raised $5 million in venture funding from Menlo Ventures and Mohr Davidow Ventures.

In an interview earlier today, FM CEO John Battelle said the move was to further strengthen its tools for both the advertisers and publishers it serves, especially to create better “content conversations.”

Along with leveraging BigTent’s members by linking top brands with the parenting community, the platform could be used by publishers to reach their bases.

This is the second acquisition for FM within several months. In August, it acquired semantic search start-up TextDigger, a platform that allows content owners to include semantic indexing in search.

Battelle said that the additions to FM’s offerings are moving it toward helping content makers and advertisers create more relevancy, well beyond simply serving ads.

“People might look at us as a school of fish, but suddenly realize we are a shark,” said Battelle. “We want to create meaningful interactions on the independent Web.”

The shark metaphor scares me a bit, but it will be interesting to see what FM chomps up next.

Here is the official press release from FM:

Federated Media Publishing Acquires BigTent Platform for Groups

SAN FRANCISCO –Federated Media Publishing (FM), a next-generation media company, today announced the acquisition of BigTent, the leading platform for trusted parenting groups.

More than 8 million parents engage deeply with FM authors, the best independent voices on the Web. Millions more rely on BigTent to stay connected with local school, community and shared-interest groups.

“The combination of our two audiences gives marketers a powerful new way to reach the most valuable consumers online,” said Deanna Brown, President and Chief Operating Officer of FM. “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’s thousands of groups continue to function as they always have, with the same great customer service, and the platform continues to welcome new groups. Each group has its own private, secure social networking environment and a set of tools that save precious time and enrich communities.

“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,” said Laney Whitcanack, the co-founder of BigTent, who is now Chief Community Officer at FM. “With FM, we have a partner who 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.”

The purchase of BigTent follows FM’s recent expansion of its ability to reach parents online through a partnership with the Clever Girls Collective and the increase in its technical capabilities with the acquisition of semantic-search technology from TextDigger.

And here’s another SNL Facebook sketch, which also ran on last night’s show. It’s not as good, but I’m going to share it anyway, which is exactly what NBC (and Hulu) want. Remember the pre-YouTube dark ages, when it wasn’t easy to do this?

According to numerous sources, Yahoo is eager to close a deal to acquire CafeMom, a social-networking and community site aimed at mothers, in a move aimed at turbocharging its often-meandering strategy in the important women’s space.

The price being offered, said sources, is hovering at $100 million, about the same amount Yahoo (YHOO) recently forked over for Associated Content.

The deal might not happen, of course, but several sources said the pair have been deep in negotiations in recent weeks.

CafeMom, sources said, has wanted to hold out for a higher price of closer to $200 million or more. Other interested buyers include Disney (DIS), sources added.

The New York-based CafeMom has been knocking around for a long time in Internet terms, morphing from a sister company owned by CMI Marketing called ClubMom back in the Web 1.0 days.

CMI, which was founded by Andrew Shue and Michael Sanchez, finally got two big fundings in 2008 totaling $17 million, both from Highland Capital Partners and Draper Fisher Jurvetson.

Sanchez is CEO, but Shue–known for his BoomTown-approved role as the endearingly whiny Billy (But, Alllllliiiisoooonnnn…) on the original “Melrose Place”–is also deeply involved.

On its Web site, the company claims it has 6.7 million unique visitors on its main site and 18.7 million more on its network of affiliated sites, with 100 million page views.

CafeMom said on its Web site that it was profitable, and sources said its revenues were about $25 million to $30 million annually.

Moving from what was essentially a glorified bulletin board for moms, it has added content and other social-networking tools and games.

For example, it recently launched a blog and content platform named “The Stir”–no, really, it is called that.

A recent article on the sassy blog was titled “Parents Who Smuggle Babies Into R-Rated Movies: Ballsy or Crazy?”

(Ballsy, IMHO! You could go crazy enduring only “Cats & Dogs: The Revenge of Kitty Galore,” as I can testify. You need some “Salt” in your diet.)

This kind of content offering is all in Yahoo’s wheelhouse, of course, as it seeks to reinvigorate itself by bringing in new talent and brands.

In the women’s space, Yahoo has its Shine site, which is very pretty but in desperate need of a social boost that CafeMom can presumably provide.

Yahoo’s head of M&A Andrew Siegel–Andrew, don’t be scared of me! Call, I don’t bite! Only rarely, that is!–also reportedly took a strong look at Sugar, an innovative San Francisco women’s site. But the start-up declined to sell.

The women’s market is a big one for advertisers, with many competitors–from iVillage to AOL (AOL) to a recent effort by Demand Media to reach women using a site created with supermodel Tyra Banks.

Yahoo declined to comment, but a PR spokeswoman said in an email that “women are an important audience and our Shine site is very successful.”

Calling from Minneapolis, where he and Sanchez were visiting General Mills (GIS) and Target (TGT) about advertising deals, Shue declined to comment, though very charmingly (and very unlike the mumble-mouthed Billy).

Here’s a lovely video BoomTown did behind the scenes at our interview event and after-party at the Consumer Electronics Show in Las Vegas last Friday.

While there, the crack All Things Digital team interviewed and reported on sessions with Palm (PALM) CEO Jon Rubinstein, Netflix (NFLX) CEO Reed Hastings and Google (GOOG) Android guru Andy Rubin.

But we also prepared and then partied. Here is video proof, including interviews with Cisco (CSCO) Flip unit head Jonathan Kaplan, BillShrink’s Peter Pham, Consumer Electronics Association head Gary Shapiro and–drum roll–former child star Soleil Moon Frye, who was there for Kodak (EK).

Frye has actually gone the digital mom route, although she remains well known for her role as cute-as-a-button Punky Brewster on the 1980s television series.

Yippie! Grossaroo! Holy Macanoli! Punky Power!

She uttered none of these classic lines, of course, but here’s the video anyway:

(You can see all our full CES coverage here.)

]]> http://allthingsd.com/20100111/behind-the-scenes-at-dces-event-and-party-including-a-geek-chat-with-punky-brewster/feed/ 0 http://allthingsd.com/20090904/if-some-dads-rants-on-twitter-can-go-viral-my-mom-needs-to-turbo-tweet/ http://allthingsd.com/20090904/if-some-dads-rants-on-twitter-can-go-viral-my-mom-needs-to-turbo-tweet/#comments Fri, 04 Sep 2009 13:43:00 +0000 Kara Swisher http://kara.allthingsd.com/?p=18112

Oh, dear; now my mom is going to be really pissed at me for not making her a Twitter sensation.

Unlike, according to a very amusing article in The Wall Street Journal yesterday, Justin Halpern–who has been tweeting wacky quips uttered by his dad without him knowing much about it, under the handle: @s—mydadsays.

And, lo and behold, with only 28 tweets, the cranky 73-year-old has attracted almost 250,000 followers, after a spate of media attention and retweeting.

Some tweets included:

“Don’t touch the bacon, it’s not done yet. You let me handle the bacon, and i’ll let you handle…what ever it is you do. I guess nothing.”

“You know, sometimes it’s nice having you around. But now ain’t one of those times. Now gimmie the remote we’re not watching this bullshit.”

“What are you listening to?…I know who Hall & Oates are god dammit. It’s the mustache guy and the gay man.”

The tweets have caused such a hubbub that Halpern has been approached by book agents, publishers and producers.

Rut-roh, since my brother and I did the same thing at Walt Mossberg’s and my D: All Things Digital conference, typing up my mother’s observations of some of Silicon Valley’s poobahs and more in 140 characters.

We did so after she expressed her distaste of Twitter in a video I showed before interviewing its founders, Biz Stone and Evan Williams, onstage (see below).

Here is the account name: @luckyd7.

Some of her 40 tweets (which, I hate to admit, I have not updated since mid-June):

“I’m going to bed. Why would anybody care about that!”

“Kara says ashton kutcher twitters. So what! His claim to fame is he married someone eighteen years older.”

“Just met the twitter guys. They are so cute. I’m embarrassed.”

“Oh my god! Kara put my wedding portrait as my twitter picture. Then again, I did look fabulous.”

“Steve Ballmer just announced the name of his new search program. Bing! I don’t like it. It’s stupid. Reminds me of the Sopranos.”

Obviously, to catch Mr. Halpern, I am going to have to up my game and start stalking my mother for spicier fare–because from the mouths of parents, ofttimes come gems.

Until then, here she is in that Twitter-bashing video:

]]> http://allthingsd.com/20090904/if-some-dads-rants-on-twitter-can-go-viral-my-mom-needs-to-turbo-tweet/feed/ 1 http://allthingsd.com/20090511/happy-virtual-mothers-day-modern-mom-site-gets-a-celebrity-relaunch/ http://allthingsd.com/20090511/happy-virtual-mothers-day-modern-mom-site-gets-a-celebrity-relaunch/#comments Mon, 11 May 2009 11:44:42 +0000 Kara Swisher http://kara.allthingsd.com/?p=13411

What’s one of the ways you might attract a lot of attention online?

Here’s one possible equation: Celebrity + Mom + Tips Galore.

That’s the formula behind a new site relaunching today called Modern Mom, which is backed by “Dancing With the Stars” winner Brooke Burke and partner Lisa Rosenblatt, wading into what the pair hopes will be a lucrative market.

In an unusual twist, they have bought an existing site, redesigned it and then turbocharged it using both original content and stuff pulled from Demand Media (which was founded by Rosenblatt’s husband, Richard Rosenblatt).

It’s an interesting effort to watch in online publishing, to see if the pair can attract both an audience and advertisers without a big brand name in the mother space and by leveraging Burke’s online and offline popularity.

She now has, for example, 562,522 followers on Twitter alone, a huge fan group on Facebook and is an active social networker.

Whether that can be turned into a real business is a good question.

“I think I am passionate about this and want it to be organic,” said Burke, who noted that she and Rosenblatt have seven kids between them. “There are a lot of places for moms to go online, but they tend to cut up the experience, while we’re focusing on information and tools from pregnancy to the teen space, since being a mother does not stop at any one point.”

Rosenblatt, who said that the effort has been backed by several million dollars in angel investment, added that the key was trying not to overwhelm readers with content that was not relevant.

“We wanted to be a place for people to feel involved easily, so they could feel comfortable,” she said. “We’re the audience for what we are offering, so we think we know what people want.”

That means, no surprise, nothing too heavy–with lots of tips, buying suggestions, health and beauty, food and home, videos, blogs, as well as an area focused on celeb parents, called Mommywood.

Of all the evergreens online, celebs are almost always a hit (witness the big wet kiss the New York Times recently bestowed on Wonderwall, which BoomTown wrote about a while back), and so are sites aimed at mothers.

Some of the many include BabyCenter, iVillage, Momlogic and Mommy Track’d, among others. Still, the packed category has a lot of potential, given it’s often an advertising-friendly environment.

Burke and Rosenblatt said Modern Mom already had such relationships and that they would be combined with Burke’s endorsements and her existing e-commerce business, called Baboosh Baby.

Here’s a screenshot of Modern Mom’s new homepage (click on it to make it larger), as well as a welcome video from Burke:

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