• by Karl Greenberg , May 12, 2010

Procter & Gamble and NBC Digital Networks are collaborating for the third time in as many years on an array of new lifestyle-focused Web sites for people 45 to 64 years old.

The properties, collectively "Life Goes Strong" and hosted on NBC Digital Networks, are in verticals devoted to family (familygoesstrong.com), style (stylegoesstrong.com) and technology (techgoesstrong.com), with other categories scheduled to roll out over the next several months, per P&G. The new sites follow Petside.com and DinnerTool.com, also on NBC Digital Networks and co-developed by P&G Productions.

The content includes daily articles, instructional videos, blogs, quizzes and polls. The site also has things like CareFinder, designed to help people find senior care, child care, and housekeeping assistance locally and something called a "Slang Blaster" for teaching grown-ups how to decipher texting acronyms and other slang terms.

NBC Digital and P&G productions started together in 2007 with Petside.com, a health and wellness site for pets, and partnered again last year with for DinnerTool.com, a recipe generator and meal planner.

A P&G Productions spokesperson says the sites are not limited to P&G brands. "The way to think of these properties is that P&G brands advertise on the site but it's not exclusive to P&G or NBC Properties," she says. "We look for relevant brands in this space. It is basically agnostic, not branded, although it's owned by P&G and run in partnership with NBC."

Duracell is sponsoring the TechGoesStrong site, but other P&G brands are likely to sponsor other sites in the network.

"There are channel sponsorships and other branding opps and traditional online media as well," she says, adding that the company targeted boomers because of their spending power and the fact that they are underserved online. "They are about a third of the U.S. population, and they represent something like a trillion dollars a year in spending, and they are very involved and engaged online."

As part of the partnership, NBC provides the editorial staff and runs day-to-day operations of the sites, and also promotes the Web properties on its own network. The P&G Productions spokesperson says the company has reaped gold from the relationship. She says the PetSide site, which launched two years ago, garnered some two million unique visits in April. Next up are new sites on subjects like health and home in the next several months.