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Disney Quietly Shut Down Babble, the Parenting Blog It Once Acquired For $40 Million

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An nameless reader quotes a record from TechCrunch: Babble, a parenting weblog that Disney acquired reportedly for about $40 million to assist it goal hipster oldsters, quietly ceased publishing in the middle of December, TechCrunch has discovered. “For everything there is a season, and after more than a decade of serving as a community and resource for parents, Babble will be saying goodbye,” reads a post from the website’s editors. “To all the moms, dads, family, friends, writers, and readers who supported us — thank you. We are so grateful for the time spent sharing your stories and your lives, through all the ups and downs of raising tiny humans.”

When Disney got Babble — firstly spun out from a (now-defunct) courting web site known as Nerve.com — in 2011, it used to be a part of a larger push at the media large to constructed up a inventory of content material houses to focus on more youthful oldsters, the sort that flip to on-line media for parenting recommendation and inspiration. The concept used to be that Disney would populate the website with plenty of evergreen content material aimed toward savvy heart magnificence oldsters — contemporary articles incorporated a submit on soft-serve pickle-flavored ice cream and kids nailing 80s-style Halloween costumes — to assist it construct a connection to those shoppers that will lead, over the years, to trusting and the usage of and exposing youngsters to different Disney merchandise as they grew up. But occasions have modified. The Disney Interactive Media Group that housed Babble does not exist as such anymore — and Babble’s two founders, Rufus Griscom and Alicia Volkman, moved on years in the past from Disney.

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