NBC Universal made a huge push today to expand their brand to women by obtaining iVillage, "The Internet Home for Women" for $600 million. General Electric, which owns NBC, made the move to digital following in an effort to grow its digital revenue a push other media giants have made in the past few years. Following suit of the News Corp. aquisition of MySpace and the New York Times taking on About.com, NBC needs to have a preexisting outlet to push their advertisers too. This trend only further proves the "digital shift" in how media corporations attract advertising dollars. There will be more purchases like this in the next few months. There has to be, for media giants like GE, to keep their brand on top.
The Wall Street Journal