Forget about support groups, posses and circles of friends. The first advertising sales deal for a new unit of NBC Universal -- signed with Wal-Mart Stores -- is all about the "momtourage."
The fanciful play on entourage refers to the people who help mothers be better parents, including family members (maybe even fathers?), teachers, neighbors and baby sitters. Wal-Mart is sponsoring momtourage material that is to start appearing this week on two NBC Universal outlets: the iVillage Web site (ivillage.com) and the "Today" show on NBC.
The unit of NBC Universal that landed the multimillion-dollar deal with Wal-Mart, the nation's largest retailer, is known as Women@NBCU (for Women at NBC Universal). The unit, formed in May, offers advertisers access to female-friendly assets of the company, a division of General Electric. Those include cable networks like Bravo and Oxygen and shows like "Lipstick Jungle."
"We are going to get value from our great content through trying to find identifiable consumer targets" coveted by advertisers, said Lauren Zalaznick, president for the women and lifestyle entertainment networks at NBC Universal.