Evolve's Momtastic Portal Debuts | Adweek Evolve's Momtastic Portal Debuts | Adweek
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Evolve's Momtastic Portal Debuts

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Evolve Media Corp. has launched Momtastic, a new women-aimed Web portal that blends original editorial and blogger-produced content from various mom blogs.

The new site, part of Evolve's AtomicOnline publishing division, features sections focused on parenting, cooking, health and beauty, home, entertainment and community.

Officials at Evolve said that as part of an effort to distinguish Momtastic from other mom-oriented sites, the editors will attempt to engage its audience directly on a regular basis, frequently answering reader questions and providing advice as part of its editorial output.

To that end, Momtastic is planning a heavy presence in social media, as it launches a Facebook fan page and a Twitter feed. The site's editors also plan to encourage women to post funny anecdotes and motherhood stories to a special section called "mom-ents."

Plans are in the works to create original Momtastic video series, said officials. (Evolve recently formed Springboard Studios, a stand-alone branded entertainment production unit.)

Gorilla Nation, Evolve's rep firm division, will handle Momtastic's ad sales.