NBC Digital Networks and Procter & Gamble Productions Target Baby Boomer Generation With Launch of 'Life Goes Strong'

NEW YORK and CINCINNATI, May 11, 2010 /PRNewswire-FirstCall/ -- Offering a vibrant online destination for "boomers" who are living well and going strong, NBC Digital Networks today announced the launch of Life Goes Strong (www.lifegoesstrong.com), a network of websites celebrating the topics and passions at the center of this dynamic generation's everyday lives. Run in conjunction with Procter & Gamble Productions, Inc. (NYSE: PG), Life Goes Strong currently features verticals devoted to family (www.familygoesstrong.com), style (www.stylegoesstrong.com) and technology (www.techgoesstrong.com), with other categories scheduled to roll out over the next several months.  

"Knowing that more than a third of all Internet users are adults between 45 and 64 years-old, we saw an opportunity to work with Procter & Gamble to create a site network that can actively fuel this age group,"  said Devin Johnson, vice president, NBC Digital Networks. "With expert content that ranges from caregiving for both kids and older parents to fashion trend 'don'ts' to a look at apps for grown-ups, we're confident that Life Goes Strong will deliver on its promise to celebrate the interests of mid-lifers."

"Marking another major step in our companies' ongoing partnership, the launch of Life Goes Strong builds upon our online successes with Petside.com and DinnerTool.com," said Rich DelCore, director of branded entertainment at P&G.  "Our unique collaboration has enabled brand marketers within P&G and beyond to engage with consumers around their interest areas and passion points.  With this property in particular, we're enabling advertisers and brands to reach a powerful demographic with an annual spending power of $1 trillion."

Duracell has signed as the sites' charter sponsor with a full sponsorship of the Tech Goes Strong channel and advertising throughout the site.

Ensuring top-tier editorial content across Life Goes Strong, veteran contributors to the sites include:

• Barbara Kantrowitz, contributing editor at Newsweek and co-author of "The Menopause Book"
• Susan Kuchinskas, author of "The Chemistry of Connection: How the Oxytocin Response Can Help You Find Trust, Intimacy and Love"
• Sean Gallagher, whose work has appeared in InformationWeek, eWeek.com, InfoWorld.com, and numerous other publications
• Gerit Quealy, former model and actress whose work has appeared in the New York Times Style section among other publications
• Cynthia Nellis, former professional fashion buyer and longtime writer for About.com Women's Fashion and style columnist for the Dallas Morning News

Life Goes Strong's wide range of content includes daily articles, blogs, expert Q&As, photo and video galleries with how-tos, as well as quizzes and polls. The site also offers an assortment of easy-to-use tools: CareFinder, letting users find senior care, child care, housekeeping assistance, etc. in their local area; iBeautify, which allows users upload their own photo to conduct a virtual hair and makeup makeover; and Slang Blaster that can help grown-ups decode trendy texting acronyms and other slang terms.

The launch of Life Goes Strong marks the third lifestyle Web site created in partnership between Procter & Gamble Productions, Inc. and NBC Digital Networks.  The two companies first came together in November 2007 for the unveiling of Petside.com, which has grown to be a leading health and wellness site for pet enthusiasts, reaching over 1.5 million animal owners a month. They reunited again this past July to introduce consumers to DinnerTool.com, a recipe generator and meal planner that helps take the chore out of nightly dinners and features over 35,000 recipes.

About Procter & Gamble Productions

For the last 75 years, Procter & Gamble Productions has been at the forefront of creating powerful, emotional relationships between consumers and brands. Through the development of original content, PGP has utilized the most advanced technology of each era to generate innovative properties, ranging from soap operas on the radio and early television to award shows to fast-growing web ventures. Current PGP properties include daytime drama As The World Turns, The People's Choice Awards, and original content websites such as Petside.com, DinnerTool.com and LifeGoesStrong.com. For more information, visit www.proctergambleproductions.com.

About NBC Digital Networks

NBC Digital Networks, a division of iVillage, focuses on developing and launching enduring private label digital experiences that connect brands with passionate and engaged audiences. Founded in 2007, the group's collection of lifestyle properties includes: Petside.com, a leading pet health and wellness destination, DinnerTool.com, a recipe finding tool that helps moms solve the "what's for dinner question," and LifeGoesStrong.com, a network of online lifestyle websites for baby boomers – all in partnership with Procter & Gamble Productions, Inc.; and  TravelSkoot, an interactive travel application.

SOURCE Procter & Gamble Productions

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