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Earlier today we reported on the launch of the CafeMom Plus Ad Network. This afternoon I learned that family-focused community site Kaboose launched the "family publisher community" earlier this month. In addition to Kaboose, the other sites in the family publisher community include: MommyandMe.com, PlanningFamily.com, TheCuteKid.com, ParentSociety.com and MyGroceryDeals.com.
Basically the sites in the community will be represented by Kaboose for online advertising. Kaboose self-reports that the total community increased Kaboose’s online inventory by 30%.
If we assume that the reports are right and online advertising will drop over the next year, sites that can work together to sell ads might be in a better position than those selling independently. As a former large media buyer, I can tell you it’s always easier to buy one campaign on a network versus multiple smaller ad buys.