“Beginning this spring, iVillage will become a destination on Today.com,” an NBC spokesperson told Online Media Daily on Saturday. “As a result, unfortunately, some iVillage positions will be eliminated.”
NBC News would not say how many positions would be cut at iVillage, but MediaBistro.com -- which broke the news late Friday -- reported that up to 12 jobs could be lost.
The disbanding of iVillage comes roughly a year after NBCU shifted the female-focused property from the NBC Entertainment digital group to the NBC News digital group.
“Combining these strong lifestyle brands under the Today banner will give iVillage much bigger reach and will further integrate it with NBC News, which the site joined one year ago,” according to NBC News' spokesperson.
Amid bigger problems at NBCU, the move is part of a broader effort to reorganize its digital assets. The network is also reportedly in the process of folding NBCLatino.com into NBCNews.com.
The peacock company also recently lost Vivian Schiller, chief digital officer for NBC News, to Twitter. Come January, Schiller -- who was a strong advocate for iVillage's unique market position -- is expected to head up news and journalism partnerships for the micro-blogging leader.
Schiller's replacement at NBC News, Deborah Turness, is said to be stressing the virtues of streamlining digital assets.
iVillage was founded in 1995 by Time Warner veteran Candice Carpenter and publishing executive Nancy Evans. The site was widely seen as a digital pioneer for service-oriented offerings, especially in the health, fitness, relationship, and lifestyle spaces.
In May 2006, NBCU picked up iVillage for $600 million. As recently as last year, the company vigorously stressed its desire to reach female audiences, and through iVillage in particular.