Disney is launching a new site aimed at parents, and in particular mothers.
The site, called Disney Family, will feature search facilities and user-generated articles on topics such as parenting and food. There are also plans to develop a ParentPedia - a compilation of 1,000 topics that can be added to by users. The site will also have a community aspect as users can load their profile and communicate with others.
Disney.com received 25 million unique visitors in a month according to a report of US web traffic from internet information provider comScore, and parents made up half of that figure.
Disney Family is a departure from the company’s existing sites which predominantly promote Disney’s brands and products. In January Disney also enhanced its main Disney.com site, adding more games and videos.
Disney Family will go live later this week and will remain in beta testing stages until the summer. The site will generate revenue through selling advertising and sponsored search, text advertisements displayed alongside search results.
Paul Yanover, executive vice president at Disney Online, said that the site will include Disney products and promotions of Disney films but these will feature alongside related content.