• by Wayne Friedman , May 8, 2008

NBC Universal has created a new cross-media platform for advertisers that target female demographics--and it has named Lauren Zalaznick to spearhead the effort. The former Bravo/Oxygen executive takes the reins as president of the company's new Women and Lifestyle Entertainment Networks group.

The new effort is called Women@NBCU, and it will bring together women-targeted brands such as cable networks Bravo and Oxygen; Web site iVillage; the company's environment "Green is Universal" campaign; "The Today Show" and specific NBC prime-time shows, such as "The Biggest Loser" and "Lipstick Jungle."

The effort looks to target a broad range of women media users 18-54. Women generally make up 60% or more of all TV prime-time viewers and a bigger percentage of daytime TV viewing.

NBC notes that women control 80% of all consumer purchasing across every brand category; moreover, 75% of women can influence the purchasing decisions of their friends and family.

Lauren Zalaznick has been president of Bravo Media and Oxygen Media, and also heads up "Green is Universal." She continues with these responsibilities, and will report to Jeff Gaspin, president/chief operating officer of NBC Universal Television Group.

NBC says day-to-day sales efforts for Women@NBCU will be handled by Susan Malfa, senior vice president of the company, in addition to her responsibilities for Bravo and Oxygen advertising sales.