SheKnows.com Expands Content Base With LovingYou.com Acquisition

Looking to expand its content base, SheKnows.com, a Los Angeles-based network of sites for women, has acquired LovingYou.com, a marriage and relationships advice site.

SheKnows began in 1999 as a group of print publications from Coincide Publishing. The business was transitioned entirely online in 2004, and acquired by Web media holding company Atomic Online in 2006.

Targeting women ages 25 to 54, SheKnows covers topics such as pregnancy, parenting, health, entertainment, money, dating, beauty and celebrities. Its network includes sites such as PregnancyAndBaby, RealityTVMagazine and Soaps, a soap-opera site acquired by Atomic last month.

The full SheKnows network currently attracts some 5.5 million unique visitors with nearly 50 million monthly page views.

With its focus on 18- to 25-year-old women, LovingYou.com adds approximately half a million unique visitors and 12 million page-views per month.

Unlike sites focused on dating and finding a mate, LovingYou serves as a source for information on how to improve relationships and features related advice and community support services.

Rather than just selling ads across the SheKnows network, Atomic attempts to cross-pollinate the communities within its broader demographic networks, according to Senior Vice President and General Manager Mike Dodge.

Atomic's other demographic hubs include male-focused CraveOnline and TeenCrunch.

"By connecting these online communities, we hope to further build the audiences of each," said Dodge, a former Internet Brands executive who joined Atomic this week. Dodge is now responsible for Atomic's branding, strategic planning, business development, marketing, sales and operations.

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