NBC unveiled a new “Today” show web portal on Monday dedicated to mothers. TODAYMoms.com is billed as a destination for “conversation and connections” and will promote viewer participation in an effort to include moms tuning into the show in parenting discussions hosts and guests are having.
Moms can create member profiles, comment on the blog, share photos, and cast their votes in interactive polls. Mothers from “Today,” including Meredith Viera, Ann Curry, Natalie Morales and Amy Robach will contribute to the site’s blog.
“There are literally millions of moms engaging with TODAYshow.com each and every day. But not with each other,” said Catherine Captain, general manager of TODAYshow.com. “We want to activate that existing universe with a vibrant place to converse and connect.”
“Every day, millions of moms invite the “Today” anchors and correspondents into their homes. They feel like family,” said Jim Bell, executive producer of “Today.” “Now, Today’s own moms will share thoughts about their own families and parenting in today’s world with moms on TODAYMoms.com.”
David Kaplan, writing for paidContent.org, sees the strategy in focusing on moms. “By zeroing in on younger women, NBCU hopes to expand its existing ad relationships and fend off a growing list of competitors, especially from other traditional media companies, like Gannett which has been pushing out its MomLikeMe local community sites.”