The moms community Womensforum is ramping up its ad sales division while exploring acquisition opportunities following last year's investment from H.I.G. Growth Partners.
The emphasis on ad sales comes as Womensforum completes its merger with Escalate Media, a company built around a network of bloggers who promote coupons and shopping/savings tips. Womensforum and Escalate were wrapped up into a holding company last October when. H.I.G. Growth Partners revealed plans purchase both companies to create Escalate Media Holdings.
To lead the charge, Womensforum has brought on Lynn D’Alessandro as the company's senior vp of sales. "I look forward to introducing technologies that leverage multi-channel product solutions targeted at specific audience segments within the larger overall women’s category," she said in a statement. "We will continue to grow our content within social, mobile and video channels that the company has continued to promulgate since its inception in 1996. Most of all, we look forward to a bright future with marketers having reached critical mass which is supporting targeted growth.”
In addition to building up the sales team, Womensforum CEO Mark Kaufman said plans are in motion to acquire other publishers in the women's lifestyle category. And like many digital publishers, Womensforum is also upping its efforts in original Web video, with two new series, DIY Diaries and The Inspiring Women, scheduled to premiere by the end of September.
"The resources to fund combining the business operations [have been] flowing in more recently," said Kaufman.