Disney Starts Buying With iParenting Media

If Disney really plans to make a quick twenty purchases of online properties, they are off to a fast start with their acquisition of company number one.

There is little chance visitors to iParenting will miss the news of its purchase by the Walt Disney Company. As reported earlier, Disney wants to bulk up its online presence with a series of little buyouts.

If they follow the reported strategy, it would mean Disney paid somewhere up to $20 million for iParenting Media and its collection of web properties. While details of the purchase emerged from the Jordan, Edmiston Group, iParenting’s financial advisor, the actual financial terms have not been disclosed.

The deal provides Disney with a web property aimed at the earliest of early potential customers: the parents of young children, as well as soon-to-be parents. In the world of brand advertising, reaching customers early can be a long term benefit.

The iParenting properties got their start in 1996, growing from a single site (PregnancyToday.com) to more than 40. That takes it beyond the scope of a typical startup. For all of Disney’s intent upon finding small web companies, their interest may tilt more toward established ones than startups.

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