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{{Short description|News and information website}}
{{italic title}}
{{italic title}}
{{Infobox Website
{{Infobox website
|name = Mother Nature Network
| name = Mother Nature Network
|logo = [[File:MNN logo 4.jpg|200px]]
| logo = MNN logo 4.jpg
| caption =
| logo_size = 200px
|url = [http://www.mnn.com/ mnn.com]
| caption =
| industry = [[Mass media|Media]]
| slogan = "Mother Nature Network is the world's leading source for environmental news and the voice of sustainable living culture"
| url = [http://www.mnn.com/ mnn.com]
|alexa = {{IncreaseNegative}} 6,756 ({{as of|2016|10|2|alt=February 2016}})<ref name="alexa">{{cite web|url= http://www.alexa.com/siteinfo/www.mnn.com |title= mnn.com Site Info | publisher= [[Alexa Internet]] |accessdate= 2016-02-10 }}</ref><!--Updated monthly by OKBot.-->
|commercial =
| commercial =
|type = Environmental sustainability
| type = News and information related to sustainability and responsible living
|language = [[English language|English]]
| language = [[English language|English]]
|author = Joel Babbit & Chuck Leavell
| author = [[Joel Babbit]] & [[Chuck Leavell]]
|launch date = 2009
| launch_date = 2009
|location_city = Atlanta
| location_city = Atlanta
|current status = Active
| current_status = Active
|revenue =
| revenue =
}}
}}


'''Mother Nature Network''' (mnn.com) was a news and information website focused on sustainability and ranked by [[Alexa Internet]] as the most visited for-profit website in the world in its environmental category.<ref name="narrative">{{cite web|url=https://narrativecontentgroup.com/2021/04/28/mother-nature-network/|title=Portfolio: Mother Nature Network|website=Narrative Content Group|date=28 April 2021 |accessdate=March 24, 2023}}</ref> It was labeled "the green CNN" by Time magazine,<ref name="time">{{cite magazine|url=https://content.time.com/time/health/article/0,8599,1870187,00.html|title=Introducing MNN, the New 'Green CNN'|magazine=Time|date=8 January 2009 |accessdate=March 24, 2023 |last1=Walsh |first1=Bryan }}</ref> "green machine" by the Associated Press,<ref name="ap">{{cite web|url=https://www.sandiegouniontribune.com/sdut-mother-nature-network-012109-2009jan21-story.html|title=New Mother Nature Network aims to be green machine|website=Associated Press|date=21 January 2009 |accessdate=March 24, 2023}}</ref> and "best of the breed" by Fast Company.<ref name="fast company">{{cite web|url=https://www.fastcompany.com/1150636/mother-nature-network-online-media-finally-catches-sustainability-needs|title=Mother Nature Network: Online Media Finally Catches up to Sustainability Needs|website=Fast Company|accessdate=March 24, 2023}}</ref> Founded in 2009 by former marketing executive [[Joel Babbit]] and [[The Rolling Stones|Rolling Stones]] keyboardist [[Chuck Leavell]], it was the flagship property of Narrative Content Group, whose equity partners included [[CNN]] and [[Discovery Inc.]]<ref name=":0">[http://www.similarweb.com/website/mnn.com "MNN.com Analytics"] SimilarWeb. Retrieved 2015-08-02.</ref>
'''Mother Nature Network''' is an environmental news and responsible living website that is part of [[Atlanta]]-based media company, Narrative Content Group, that owns both [http://mnn.com mnn.com] and [http://treehugger.com treehugger.com]. Launched in 2009 by [[Rolling Stones]] keyboardist [[Chuck Leavell]] and former marketing executive Joel Babbit, MNN's equity partners include both [[CNN]] and [[Discovery Communications]].<ref name=kptv>"[http://www.kptv.com/story/20104620/worlds-two-leading-environmental-websites-merge Mother Nature Network and TreeHugger Combine to Form Leading Eco-Lifestyle Digital Platform]," KPTV (2012-11-15)</ref>


MNN generated revenue via exclusive content category sponsorships versus the traditional advertising model utilized by most websites.<ref name="inc">{{cite web|url=https://www.inc.com/erik-sherman/how-mother-nature-network-broke-the-online-ad-model-for-fun-and-profit.html|title=This Company Broke the Online Ad Model for Fun and Profit|website=inc|accessdate=March 24, 2023}}</ref> Brand partners included Walmart, Mercedes-Benz, AT&T, Johnson & Johnson, Coca-Cola, UPS, Allstate, Dell, Subway, MillerCoors, Bayer, Dunkin' Brands, and many other leading corporations.<ref name="narrative">{{cite web|url=https://narrativecontentgroup.com/2021/04/28/mother-nature-network/|title=Portfolio: Mother Nature Network|website=Narrative Content Group|date=28 April 2021 |accessdate=March 24, 2023}}</ref> In February of 2020, Narrative sold Mother Nature Network and Treehugger, another of its sustainability focused websites acquired from Discovery, to digital media company Dotdash, an operating business of IAC (NASDAQ: IAC).<ref name="axios">{{cite web|url=https://www.axios.com/2020/02/04/dotdash-treehugger-mother-nature-network|title=Exclusive: Dotdash acquires another 2 publishers|website=Axios|accessdate=March 24, 2023}}</ref> The two sites were then merged and operate under the Treehugger name.<ref name="treehugger">{{cite web|url=https://www.treehugger.com/about-us-5024862#toc-our-history|title=About Us: Our History|website=Treehugger|accessdate=March 24, 2023}}</ref>
As of 2015, the site had 3 million visits per month<ref>[http://www.similarweb.com/website/mnn.com "MNN.com Analytics"] SimilarWeb. Retrieved 2015-08-02.</ref> and ranked #3 among environmental websites.<ref>[http://www.similarweb.com/category/science/environment "Top 50 sites in the world for Science > Environment"] SimilarWeb. Retrieved 2015-08=02.</ref>


==Content==
==Content==
MNN's content is designed for a mainstream audience and claims to go beyond traditional "green" issues to encompass a wide range of topics.<ref name=usatoday>"[http://www.usatoday.com/story/money/columnist/2012/12/23/michael-wolff-mother-nature/1785199/ Has Mother Nature found key to Web success?]," ''USA Today'' (2012-12-24)</ref><ref name=ajcmnn>"[http://www.ajc.com/search/content/business/stories/2008/07/21/mother_earth_online.html Mother Nature becomes a dot-com]," ''The Atlanta Journal-Constitution'' (2008-07-20)</ref>
It covered a wide range of topics beyond traditional "green" issues – including family, pets, travel, health, home, and food.<ref name=usatoday>"[https://www.usatoday.com/story/money/columnist/2012/12/23/michael-wolff-mother-nature/1785199/ Has Mother Nature found key to Web success?]," ''USA Today'' (2012-12-24)</ref><ref name=ajcmnn>"[http://www.ajc.com/search/content/business/stories/2008/07/21/mother_earth_online.html Mother Nature becomes a dot-com]," ''The Atlanta Journal-Constitution'' (2008-07-20)</ref>

==Board of directors==
==Board of directors and advisors==
* Joel Babbit, CEO of MNN
* Joel Babbit, CEO of Narrative Content Group and Mother Nature Network
* Thomas Bell Jr., Chairman of Mesa Capital Partners (former Chairman and CEO of [[Young & Rubicam]] and Chairman of [[U.S. Chamber of Commerce]])
* Thomas Bell Jr., Chairman of Mesa Capital Partners (former Chairman and CEO of [[Young & Rubicam]] and Chairman of [[U.S. Chamber of Commerce]])
* Gerald Benjamin, Co-Founder and Managing Partner of Atlanta Equity
* Gerald Benjamin, Co-founder and Managing Partner of Atlanta Equity (former Vice Chairman of GreenSky)
* [[A.D. "Pete" Correll]], Co-Founder and Chairman of Atlanta Equity (former Chairman and CEO of Georgia-Pacific Corporation)
* [[A.D. "Pete" Correll]], Co-founder and Chairman of Atlanta Equity (former Chairman and CEO of Georgia-Pacific Corporation)
* [[Alexandra Cousteau]], Co-Founder of [[EarthEcho International]] and [[National Geographic Society|National Geographic]] Emerging Explorer
* Doug Hertz, CEO of United Distributors Inc. and Partner in the [[Atlanta Falcons]]
* Doug Hertz, CEO of United Distributors Inc. and Partner in the [[Atlanta Falcons]]
* Chuck Leavell, Keyboardist for the Rolling Stones
* Chuck Leavell, Keyboardist for the Rolling Stones
* James D. Robinson III, Co-founder and General Partner of RRE Ventures, LLC (former Chairman and CEO of American Express)
* Fred Seegal, Vice Chairman of Peter J. Solomon Company (former President of Wasserstein Perella)
==Business model==
While treehugger.com follows a more standard advertising approach, mnn.com's model is sponsorship-oriented.<ref name=usatoday/> Each of the site's different content categories is sponsored exclusively for a 12-month term, during which time the sponsor receives a 100 percent share of the promotional units on all pages within its respective category.<ref name=adage>"[http://adage.com/article/digital/mother-nature-network-attracts-coca-cola-aflac-t/147213/ Green Website Finds Sustainable Model in Creating Custom Ads]," ''Ad Age'' (2010-11-22)</ref> Sponsors include:
* [[Aflac]]
* [[Allstate]]
* [[AT&T]]
* [[The Coca-Cola Company]]
* [[CSX Transportation]]
* [[Delta Air Lines]]
* [[Diageo]]
* [[Dunkin' Brands]]
* [[Georgia-Pacific]]
* [[Mercedes-Benz]]
* [[MillerCoors]]
* [[National Automotive Parts Association|NAPA]]
* [[PGi]]
* [[S. C. Johnson & Son]]
* [[Scotts LawnService]]
* [[Southern Company]]
* [[UL (safety organization)|UL]]
* [[United Parcel Service|UPS]]
* [[Walmart]]
* Zep Inc.


==Nonprofit partners==
==Nonprofit partners==
MNN has worked with a wide range of [[nonprofit organizations]], including:
MNN worked with a wide range of [[nonprofit organizations]], including:

* [[American Farmland Trust]]
* [[American Farmland Trust]]
* Captain Planet Foundation
* Captain Planet Foundation
* [[Nature Conservancy]]
* [[Nature Conservancy]]
* [[National Wildlife Federation]]
* [[National Wildlife Federation]]
* [[Newman's Own]] Foundation
* [[UCLA]] Institute of the Environment and Sustainability
* [[UCLA]] Institute of the Environment and Sustainability
* [[White House Correspondents' Association]]


==References==
==References==
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[[Category:Internet properties established in 2009]]
[[Category:Internet properties established in 2009]]
[[Category:American news websites]]
[[Category:American news websites]]
[[Category:Environmental news websites]]
[[Category:American environmental websites]]
[[Category:Websites about environment]]
[[Category:Mass media companies established in 2009]]
[[Category:Environmental websites]]
[[Category:Media companies established in 2009]]

Latest revision as of 01:01, 25 April 2024

Mother Nature Network
Type of site
News and information related to sustainability and responsible living
Available inEnglish
Headquarters
Atlanta
Created byJoel Babbit & Chuck Leavell
IndustryMedia
URLmnn.com
Launched2009
Current statusActive

Mother Nature Network (mnn.com) was a news and information website focused on sustainability and ranked by Alexa Internet as the most visited for-profit website in the world in its environmental category.[1] It was labeled "the green CNN" by Time magazine,[2] "green machine" by the Associated Press,[3] and "best of the breed" by Fast Company.[4] Founded in 2009 by former marketing executive Joel Babbit and Rolling Stones keyboardist Chuck Leavell, it was the flagship property of Narrative Content Group, whose equity partners included CNN and Discovery Inc.[5]

MNN generated revenue via exclusive content category sponsorships versus the traditional advertising model utilized by most websites.[6] Brand partners included Walmart, Mercedes-Benz, AT&T, Johnson & Johnson, Coca-Cola, UPS, Allstate, Dell, Subway, MillerCoors, Bayer, Dunkin' Brands, and many other leading corporations.[1] In February of 2020, Narrative sold Mother Nature Network and Treehugger, another of its sustainability focused websites acquired from Discovery, to digital media company Dotdash, an operating business of IAC (NASDAQ: IAC).[7] The two sites were then merged and operate under the Treehugger name.[8]

Content

[edit]

It covered a wide range of topics beyond traditional "green" issues – including family, pets, travel, health, home, and food.[9][10]

Board of directors and advisors

[edit]
  • Joel Babbit, CEO of Narrative Content Group and Mother Nature Network
  • Thomas Bell Jr., Chairman of Mesa Capital Partners (former Chairman and CEO of Young & Rubicam and Chairman of U.S. Chamber of Commerce)
  • Gerald Benjamin, Co-founder and Managing Partner of Atlanta Equity (former Vice Chairman of GreenSky)
  • A.D. "Pete" Correll, Co-founder and Chairman of Atlanta Equity (former Chairman and CEO of Georgia-Pacific Corporation)
  • Doug Hertz, CEO of United Distributors Inc. and Partner in the Atlanta Falcons
  • Chuck Leavell, Keyboardist for the Rolling Stones
  • James D. Robinson III, Co-founder and General Partner of RRE Ventures, LLC (former Chairman and CEO of American Express)
  • Fred Seegal, Vice Chairman of Peter J. Solomon Company (former President of Wasserstein Perella)

Nonprofit partners

[edit]

MNN worked with a wide range of nonprofit organizations, including:

References

[edit]
  1. ^ a b "Portfolio: Mother Nature Network". Narrative Content Group. 28 April 2021. Retrieved March 24, 2023.
  2. ^ Walsh, Bryan (8 January 2009). "Introducing MNN, the New 'Green CNN'". Time. Retrieved March 24, 2023.
  3. ^ "New Mother Nature Network aims to be green machine". Associated Press. 21 January 2009. Retrieved March 24, 2023.
  4. ^ "Mother Nature Network: Online Media Finally Catches up to Sustainability Needs". Fast Company. Retrieved March 24, 2023.
  5. ^ "MNN.com Analytics" SimilarWeb. Retrieved 2015-08-02.
  6. ^ "This Company Broke the Online Ad Model for Fun and Profit". inc. Retrieved March 24, 2023.
  7. ^ "Exclusive: Dotdash acquires another 2 publishers". Axios. Retrieved March 24, 2023.
  8. ^ "About Us: Our History". Treehugger. Retrieved March 24, 2023.
  9. ^ "Has Mother Nature found key to Web success?," USA Today (2012-12-24)
  10. ^ "Mother Nature becomes a dot-com," The Atlanta Journal-Constitution (2008-07-20)
[edit]
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