MyFamily.com announced yesterday that it has agreed to acquire ThirdAge Media, Inc., the largest online community for first-wave baby boomers. With the acquisition, MyFamily.com strengthens its position as a leader in the Internet's family category by moving to No. 46 overall in terms of unique users and No. 11 overall in "at home" page views in upcoming Nielsen/Net Ratings reports. ThirdAge will be integrated into the MyFamily suite of sites, where it will retain the ThirdAge moniker and will offer information and resources for adults 45 years and older.
"The ThirdAge acquisition extends the depth of MyFamily.com's reach to those who have a prolific interest in connecting online with other family members near and far, and who have a need for content-rich features on all things that matter most to families—health, travel, family history, and fun," said Greg Ballard, MyFamily.com CEO.
In acquiring ThirdAge, MyFamily.com hopes to continue to meet the family-related needs of its users, but also to address the individual needs of each family member within various societal roles and personalized interests. The additional focuses will complement MyFamily.com's current added "channels," Money and Health. ThirdAge adds personalized services in such areas as career, nutrition, romance, relationships, news, politics, travel, beauty/style, and games, as well as expanded focus on health and fitness. These services will walk users through the changes and developments in their lives—including how those changes will affect their family relationships.
Read more about this strategic partnership online in the MyFamily.com, Inc. pressroom.
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