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Ideon Media buys SavvyMom Media, UrbanMoms.ca

Ideon Media of Toronto has acquired online parenting publishers SavvyMom Media and UrbanMoms.ca. SavvyMom's properties include the website SavvyMom.ca, as well as digital newsletters and the SavvyMom Collective blog network. Ideon will group these properties along with UrbanMoms.ca and its own parenting website BabyPost.com to form a new division called The SavvyMom Group. According to the company, these properties attract 124,000 unique visitors per month, making it the largest provider of online content to Canadian mothers. Ideon will offer an advertising inventory consisting of display ads, newsletter ads, social media campaigns and sponsored content.

"Banner ads are dead," said Kevin Bartus, president and CEO of Ideon Media. "Sophisticated marketers need to reach target consumers through an integrated approach that includes native advertising. SavvyMom and UrbanMoms are iconic Canadian parenting brands with large affiliated networks of bloggers and social influencers. Combining them with our own BabyPost creates a dominant offering with more reach through display, newsletters, mobile, social and sponsored stories than any other Canadian parenting brand. If Canadian marketers need to reach Canadian moms, there is no comparable choice."

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