Mother Nature Network was launched in 2009 and provides content that extends beyond traditional environmental issues to encompass a broad range of responsible living topics. It was co-founded by Babbit, a former advertising executive, and conservationist Chuck Leavell, who has held the keyboard chair in the Rolling Stones for 30 years. CNN became an equity partner in 2011. Designed for a mainstream audience -- information is presented in a way that is engaging and easy-to-understand. MNN has been particularly recognized for its non-traditional sponsorship model, an approach that has attracted many of the world's leading brands. Unlike the vast majority of websites, MNN does not sell standard advertising, offering instead exclusive, yearlong sponsorships for each of its content categories, such as transportation, safety, energy, family activities, and travel.The ability to extend that model across a larger audience is already attracting significant interest, with Wal-mart's announcement that it will be partnering with the company on a new content channel which will profile individuals, organizations, businesses, and products that are making a positive impact on the environment.
World's Two Leading Environmental Websites Merge
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