Just weeks after remodeling its Disney.com flagship site, Disney
It's loaded with editorial and community-driven content, and one can argue that the site is trying to be Martha Stewart for the soccer mom set. Then again, the landing page includes a tab for recipes and home crafts to delve into while the kids are away at camp over spring break -- maybe this isn't so far removed from Martha Stewart Living Omnimedia
There are plenty of high-traffic sites that cater to women, like Oxygen, iVillage, and Femina. Some dot-com heavies, including Yahoo!
That's important to Disney. In fact, losing some maternal respect may have ultimately been the catalyst for the company's acquisition of Pixar.
According to CEO Bob Iger earlier this month, Disney had "seen research that showed us that among mothers with kids under 12, Pixar had surpassed Disney in terms of the brand of excellence. That was quite disturbing."
Can a buyout help repair that perception? More importantly, can Family.com tear down the stigma of Disney as a site that knows how to entertain kids long enough to educate parents?
Disney isn't taking any chances. Even though the destination is branded as Disney Family, it's letting the mothers take over. Blogging moms chime in. It is the community -- and not the editorial staff -- that picks out the 1,000 most useful sites in cyberspace.
The Disney.com redo was a walled-in version of Web 2.0. This one won't stray too far from that formula, though it's hoped it'll have a longer leash, given the adult audience. In fact, there may not be much of a leash at all. Disney's plans include a parentally themed Wikipedia clone called ParentPedia, as well as the ability to create private or public groups. If you think that sounds a bit like News Corp.'s
Disney? Social networking? What will it think of next?
Some more news items for the Family.com room:
Disney and Yahoo! are active recommendations for Motley Fool Stock Advisor newsletter subscribers. Martha Stewart Living Omnimedia used to be a Stock Advisor pick. CNET is a Rule Breakers pick. Moms -- and dads -- can get free trials to either newsletter for the next 30 days.
Longtime Fool contributor Rick Munarriz enjoys taking his family to amusement parks of all sizes, all over the country -- including Disney World several times a year. He owns shares in Disney. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.