[email protected] signs with Wal-Mart

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The first ad sales deal for a new unit of NBC Universal, [email protected], signed with Wal-Mart Stores is all about the “momtourage,” according to a NY Times story. Wal-Mart is sponsoring material that is to start appearing this week on two NBC Universal outlets: the iVillage website (ivillage.com) and the “Today” show on NBC.


The unit, formed in May, offers advertisers access to female-friendly assets of the company, including 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, Lauren Zalaznick, president for the women and lifestyle entertainment networks at NBC Universal, told the paper.

The deal with Wal-Mart covers the third and fourth quarters, Ms. Zalaznick said, when the retailer is eager to sell back-to-school and holiday merchandise. The deal was made by Wal-Mart media agency, MediaVest.

The material on iVillage and “Today” will be focused on subjects like child care and fixing family meals. Vignettes on “Today” will be followed by commercials for Wal-Mart.